‘New look and feel’

Strat­ford Pub­lic Li­brary has cho­sen new logo and brand im­age as part of makeover.

The Beacon Herald - - FRONT PAGE - JONATHAN JUHA STAFF RE­PORTER

Strat­ford Pub­lic Li­brary’s board has of­fi­cially cho­sen a new logo and brand im­age for the lo­cal or­ga­ni­za­tion, and it is only days away from pre­sent­ing it to the pub­lic.

The need for re­brand­ing the li­brary was first iden­ti­fied in the or­ga­ni­za­tion’s 2013 strate­gic plan, af­ter pub­lic con­sul­ta­tion showed a dis­con­nect be­tween the li­brary’s work in the com­mu­nity and the pub­lic’s per­cep­tion of it.

“Peo­ple weren’t aware of the ser­vices that their li­brary of­fered . . . (and) there were per­cep­tions that the li­brary may not be needed any­more and that it is not as use­ful as it once was,” said Julia Mer­ritt, the li­brary’s CEO.

“So the goal was to turn that on its head be­cause we know there are still re­ally fun­da­men­tal func­tions that the li­brary plays in many peo­ple’s lives in this com­mu­nity and that the li­brary im­pacts the com­mu­nity as a whole.”

Proof of that, Mer­ritt said, is that this year the lo­cal hub is re­ceiv­ing an av­er­age of 500 users ev­ery day.

“That is a lot of peo­ple, and that is not in­clud­ing the peo­ple who only use us on­line, so it speaks to how much we are used in the com­mu­nity,” she said.

As part of the re­brand­ing, the li­brary will be re­veal­ing a new logo and a new “look and feel” in all ma­te­ri­als it cre­ates, Mer­ritt said.

But a big as­pect of this project will also be in the form of changes in the way the li­brary mar­kets it­self, she added.

“The goal will be to com­mu­ni­cate in some dif­fer­ent, in some un­ex­pected and some de­light­ful ways,” she said. “The logo is a piece of that, but re­brand­ing is a much big­ger con­ver­sa­tion that just the logo.”

For ex­am­ple, the li­brary has been tweak­ing and mod­ern­iz­ing the way it com­mu­ni­cates with the com­mu­nity since the 2013 re­port, Mer­ritt said.

“Since then, we have been work­ing on com­mu­ni­cat­ing the li­brary and its ser­vices in dif­fer­ent ways, us­ing dif­fer­ent me­dia and con­nect­ing with new au­di­ences, so we have built up our in­ter­nal staff ex­per­tise on do­ing those tasks,” she said.

The li­brary’s board made a fi­nal de­ci­sion on the or­ga­ni­za­tion’s new brand ear­lier this week, and the li­brary will be us­ing its new im­age for the first time when it an­nounces the of­fi­cial launch of its re­cently ren­o­vated au­di­to­rium.

FILE PHOTO

The Strat­ford Pub­lic Li­brary is set to un­veil a new logo and brand im­age, which will be re­leased to the pub­lic in the com­ing days.

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