Big Rapids
Community Library

The Big Rapids Community Library (BRCL) offers its community a safe and inclusive place to access educational and recreational programming and resources. They were eager to take the next step for the brand’s development which was to refresh and evolve its primary identity.

Collaborating with the library’s director and team, we began with a discovery session to learn more about the character of the BRCL, how it interacts with its community, what kinds of resources it offers, and what the brand and its tools had been lacking. After creating new brand positioning and reviewing some correlative design directions together, JLD created a new identity suite consisting of a primary logo, and additional variations to offer the library’s team flexibility.

To complement the library’s dynamic range of programming, already expressed with a lot of playful hues and imagery, the final mark is a mix of movement, symbolism, and bright colors. The logotype is clean, confident, and accessible.

As a design study we also created some spec brand expressions and mockups to preview the look and feel of branded touchpoints that may one day come into development.