May 28, 2022

Branding: Toronto Public Library Looks Beyond Books in Rebrand

From Strategy:

Toronto Public Library (TPL) has begun promoting a new brand identity, part of a bigger customer experience strategy aimed at helping meet the changing needs of its customer base and connect them with the full range of services it offers.


Participants in that process told TPL they wanted increased visibility of its spaces and services, more personalization and more welcoming online and in-branch experiences, as well as exceptional customer service. They expressed a desire for more opportunities for staff and customers to collaborate and engage with TPL, and wanted TPL to “stay true to its roots.”

The new identity, created by agency Trajectory in partnership with OCAD University’s Inclusive Design Research Centre and Design Futures Lab, aims to bring greater flexibility and visibility to the design, based on the library’s “Activate Something Great” tagline.

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About Gary Price

Gary Price ( is a librarian, writer, consultant, and frequent conference speaker based in the Washington D.C. metro area. Before launching INFOdocket, Price and Shirl Kennedy were the founders and senior editors at ResourceShelf and DocuTicker for 10 years. From 2006-2009 he was Director of Online Information Services at, and is currently a contributing editor at Search Engine Land.