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.

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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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