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When you think of public libraries — that glorious old book smell, the studious people learning something new, the kind of light that is rarely found anywhere else, the challenge of judging books by their spine — their identity is probably the last thing you notice, consider or even care for… you are there for the books and what lies between their pages. And that’s exactly what C&G Partners celebrates in their design of the new identity for the Darien Public Library in the affluent town of Darien, Connecticut.
The library is consistently ranked in the top 10 of Hennen’s American Public Library Ratings in the 10,000-population category, and will be moving into a new space in 2009, that will house 180,000 volumes and will feature all the necessary ammenities of a 21st Century library, including gallery space, café, children’s library, 170-person meeting room, improved technology, and, as the ultimate improvement, an identity designed by one of the best identity design firms.
Headed by Steff Geissbuhler, the new logo is decidedly modern and, through the powerful icon design, heightens the importance of the library to levels usually reserved for major airlines, not public libraries in small towns of the U.S.. While the typography, and the very odd choice of leaving out the space between the two words, is nothing to fawn about, the icon is delightful. If you have ever flipped the pages of a book — and, yes, I’m being sarcastic, as everyone has — you can see and feel that motion in this logo, a rare feat for a static mark. I’m not certain, however, what this means for public libraries around the world… is this the new frontier in corporate identity?
Geissbuhler presented the new identity at the annual meeting of the library. You can hear his presentation in these MP3s: One / Two. And in the picture below, if you squint hard enough, you can see some of the process behind the logo — here is a big version of that image.
Thanks to Amie Jones for the tip.
Jump to Most Recent Comment
Romario’s comment is:
Just great!
On Nov.18.2007 at 10:17 AM
andrew miller’s comment is:
This is nice. I'm glad they quit trying to make it into a "D" shape.
My only problem with it is that the top sheet is way longer than the bottom sheet. I'm not sure that matters, though because it pretty much immediately reads as flipping pages anyway.
On Nov.18.2007 at 11:09 AM
Audrée Lapierre’s comment is:
I really like this logo, the flipping page also look like the feathers of a bird, and that was their old logo. Very nice colors too. I just don't like the typo, seems weak and like it will go out of style .. look too "web"
On Nov.18.2007 at 11:45 AM
Daniel’s comment is:
Oddly enough, I was immediately reminded of the Stephen J. Cannel logo. After re-watching it, I recognize that the two logos are spiritual cousins separated by a couple decades, but the reference still seems worth posting.
http://youtube.com/watch?v=qweoMJS1DQ8
On Nov.18.2007 at 12:58 PM
Mark ’s comment is:
Wow. Awesome.
I like it.
I Immediately got the connection between library and the flipping pages.
Well done. :)
On Nov.18.2007 at 02:48 PM
Steff Geissbuhler’s comment is:
Thank you Armin and All for your comments.
The development process for the Darien Library logo was relatively long and included about 10 presentations to the terrific and very involved Committee and Board, before this last one to the general public of the Connecticut town.
Of the three finalists, the final logo evolved from an early linear motion sketch and the curves emanating from a capital letter "D". The final logo version was designed by our Portuguese intern Lourenco Salgueiro.
As I'm referred to in my presentation we were thinking about a number of references and associations, including a wave (Darien is on the water), a growing plant, making references to vegetation and the growth and expansion of the library, feathers from the previous symbol which used the image of a donated sculpture in front of the existing library,the transparency of the new building with its large windows and glass enclosed central space, and yes, flipping pages of a book. But perhaps more than any of these associations we were trying to reflect the motion of 1,100 citizens presently going in and out of the library on a daily basis. (93% of Darien's population carries a library card).
The Darien Library is, and will be, even more in the new building, a community center with events and performances, art exhibits, film programs,free computer training classes, night time story reading for children, etc.
Interstate was chosen for the lettering and all library communications due to the font's ultimate readability, relationship to Interstate signs and its contemporary appeal. (I personally also like it a lot, even though it is no Helvetica) The space between Darien and Library was left out to merge the two into one word and entity and distinguish it from other library names which either have a location before or after the generic word. The Darien Library is everything but a regular public library.
On Nov.18.2007 at 02:54 PM
Joe S’s comment is:
I usually love putting my two cents in, but how do you comment after that?! Anyway, I love the new mark, and I think the type is very appropriate. It's very modern, but still feels bookish, which is very important. It doesn't say "fashion" like Akzidenz Grotesk or Helvetica, so perhaps thats why some designers aren't drawn to it. I think it says "smart" which is what a library should say. Bravo!
On Nov.18.2007 at 05:20 PM
disgruntled designer’s comment is:
finally, a logo with gradations and transparencies that i really love. i also really appreciate the setting of the type.
On Nov.18.2007 at 05:27 PM
Joe Moran’s comment is:
First reaction: Wow!
Second: Does it pass the fax test?
Was it done in a one color/reversed version?
Just some additional thoughts.
Great concept. Would like to see samples of the considerations above if they were executed. (Hope they were … and if so … GRAND SLAM!!!)
Very Respectfully,
On Nov.18.2007 at 06:17 PM
felix’s comment is:
Second: Does it pass the fax test? —JM
Joe, wake up and smell the 90's. Faxed paper = Faux paus.
Nice to hear Steff step up and give props to his intern. You wouldn't dare hear of Interbrand or Landor announcing to the public who actually designs this stuff. Telling us it was the intern? Thats pure class.
Great mark too.
On Nov.18.2007 at 09:56 PM
JonSel’s comment is:
That's good stuff. And it clearly will work as a 1-color mark when necessary.
On Nov.19.2007 at 01:02 AM
Joe S’s comment is:
Felix, I just thought you should be made aware, if you didn't know (which you probably do) that the Bahamas logo was designed by Joe Duffy's intern, who doesn't even work for Duffy now. Other than that, though, I've never heard of anyone giving credit to an intern.
On Nov.19.2007 at 02:35 AM
Von Glitschka’s comment is:
Love it!
On Nov.19.2007 at 04:06 AM
Joe Moran’s comment is:
Felix: The fax number for C&G Partners is 212.532.4465. Ha!
VR/
On Nov.19.2007 at 04:11 AM
Dave Klonke’s comment is:
I think the logo is outstanding. What makes it even better is Steff Geissbuhler’s explanation behind the design. I've really had a strong appreciation for every identity that I've seen out of C&G and after I hear the background and meaning behind their designs, I tend to like their works even more! I heard Geissbuhler speak at last summer's HOW Conference and thought he alone was worth the entire price of admission.
On Nov.19.2007 at 09:41 AM
Alan Kirk Gray’s comment is:
As one of those involved in the design project from the Library staff side, I'd like to say how great a pleasure it was to work with Steff Geissbuhler, Leslie Sherr, and other members of the C&G staff. The outcome speaks for itself (as it should) but the process was a delight to behold -- professional, thorough and careful.
One note on references and associations in the logo (pages, wave, motion, feathers, vegetation -- as mentioned in some of the comments.) There is a movement in the library world to focus on adopting second generation social-software (blogs, Flickr, IM, tagging) as a means to remake libraries and communicate better with patrons; it's called Library 2.0. We use DL2 among ourselves as a code for that, and I was very pleased to see that a subtle "2" could be seen in the icon.
We could not be more pleased by the outcome of the project.
On Nov.19.2007 at 10:01 AM
Ty’s comment is:
It's comforting to know that there are some bright young people coming out of design schools today. Great stuff!
On Nov.19.2007 at 10:21 AM
Matt Aubie’s comment is:
The new mark is nice. It's modern and pretty. I don't think it will age well though.
I was actually taken by the original logo. Seems like an opportunity to create something really iconic with the bird/animal.
On Nov.19.2007 at 10:42 AM
Ralfy’s comment is:
Reminds me a little of the Sprint logo…
http://www.sprint.com/index.html
On Nov.19.2007 at 10:51 AM
baa’s comment is:
There's a saying in Portugal "Portuguese do it better!"
Very nice design bro. Dá-lhe!
On Nov.19.2007 at 10:57 AM
Francisco Salgueiro’s comment is:
Lourenço Rocks!!
On Nov.19.2007 at 11:18 AM
Tom Hooper’s comment is:
Anyone see the 'DL' in the negative/positive space?
On Nov.19.2007 at 11:40 AM
Kyle Napoli’s comment is:
As a current marketer for an architecture firm, a person interested in design (also a daily Brand New lurker), and a grad student in library and information science, I have to chime in.
The branding and re-branding of public libraries is happening all over the country, both for good and ill. As public agencies, many can't afford a major design effort, but some can and do -- especially as they increasingly become joint-use facilities that serve many community functions.
It's also true that the rising generation of librarians AND many "old timers" embrace technology in a big way. Bookish types like me will always love all those old library qualities Armin named, but these days it's computers, databases, digital/virtual reference, Web 2.0, Second Life, you name it. I love this logo for all the reasons named so far, but also because it shows the dynamism that characterizes the profession, contrary to fusty old stereotypes (however pleasing). Hope I get to work in a library that has the motivation and budget for something like this!
On Nov.19.2007 at 02:17 PM
TheUprock!’s comment is:
Felix, plenty of companies still fax. Contracts, credit card orders, P.O.'s -- many important business documents out there still require good old-fashioned John Hancock's for legal reasons.
On Nov.19.2007 at 02:20 PM
idogcow’s comment is:
I second the Stephen J. Cannel logo reminder.
On Nov.19.2007 at 02:26 PM
Consin’s comment is:
Ok someone needs to play devil's advocate.
I agree the symbol is pretty, and loaded with tons of meaning as Steff points out, it also is a refreshing approach for a stuffy old library. Formally, I think the mark and type are disconnected visually, to me, there is too much of a weight contrast, both parts seem disparate. I would prefer just the symbol.
Which leads me to the question, does a library really need a symbol?
I have always thought symbols play out better on a larger scale when you can repeat the mark endlessly until it becomes a type of short hand for the company (think Apple, GE). When a symbol and logotype don't have the broadcast opportunities of a large organization, invariably what tends to happen is that either symbol or logotype get diminished and ultimately one is removed. The reason this happens is because over time companies tend to economize their identities, they simplify what they have by removing what they perceive they don't need, think Nike, Lacoste, Target, Fila or McDonalds. This in turn strengthens their identity into a single concise representation. If the symbol has had enough positive exposure to become the figurehead of the company, it stays, if not, the symbol falls off and the logotype remains.
With a smaller organization like a Library with limited exposure and finances, it takes a lot of fine, well considered pieces of communication to keep the symbol alive and kicking for another twenty years.
On Nov.19.2007 at 07:57 PM
Kyle Napoli’s comment is:
I understand your points, Consin, but one thing to consider is how much "branded" information exists inside a library (and how bad most of it is absent a concerted branding effort).
There is a constant flow of bookmarks, temporary signs/posters, permanent signage, a million forms to be filled out by the patrons, often direct mail to new residents, the website (with its increasing information and interactivity), the library cards themselves. If the library or its larger system has the funds to invest, there are tote bags, t-shirts, mugs, etc. The library and its foundation are often advertised by local government, promoted to students and their parents. The Friends of the Library group holds book sales... etc. ad nauseam.
These may not be fine and well considered pieces, I'm not arguing that, but they are usually present in tremendous volume.
Check out the Pierce County Library System. Or consider the way the new Seattle Central Library essentially rebranded the entire city of Seattle. These are large systems, but Palo Alto City Library rebranded two or three years ago, too, and unified their identity within the city.
Alright, alright, I'm done. Back to lurking.
On Nov.19.2007 at 08:49 PM
Matheus’s comment is:
Lol, I NEVER understand your article's titles
On Nov.19.2007 at 09:38 PM
Kai’s comment is:
Wow. Gorgeous, meaningful, and inspiring. Contemporary and timeless.
On Nov.19.2007 at 11:39 PM
K. West’s comment is:
Wow, I guess I'm the only one that doesn't really care for it. I think the concept reads wonderfully but the space it occupies is very odd to me.
I also like the old logo! Though, perhaps mustard is out of style.
On Nov.19.2007 at 11:41 PM
Tony Goff’s comment is:
I like it but in all honesty I liked the original logo as well. The colours and font worked well together and the logo itself was nice and abstract. Also how many variations of a logo do you need? I've always found taking the first letter and making it big was the sure sign that I had no idea what I was trying to design...
I'm not quite sure if I need to see flipping pages in a logo which actually says Library but it is very modern, clean and works well.
On Nov.20.2007 at 05:34 AM
Ty’s comment is:
I do see what you mean about the space, K West. I'm curious, is there a reason that the mark was right aligned instead of centered over the type?
On Nov.20.2007 at 09:23 AM
Chad K’s comment is:
I'm curious, is there a reason that the mark was right aligned instead of centered over the type?
Having it Right aligned probably reinforces the book aspect of mark. Imagining that the pages are flipping from the right side of the book.
It also helps the circular form made by the flipping pages. If it was centered, the nice outline on the right edge of the pages would get interrupted by the words below; now it flows nicely off the word mark.
On Nov.20.2007 at 10:11 AM
darrel’s comment is:
It's fine as a logo, but seems to suffer web 2.0-itis. The overlapped-translucent-color-gradated geometric-shapes-making-an-abstract-flower-slash-leaf-pattern isn't terribly unique. But unique isn't always that important. And in the context of a library, it seems to work well and has successfully done its job.
On Nov.20.2007 at 12:58 PM
Mr Posen’s comment is:
"geometric-shapes-making-an-abstract-flower-slash-leaf-pattern isn't terribly unique"
damon’s comment is:
nice looking!
how much does it cost to run PMS? there's what, like 25 plates in that logo. :P
On Nov.20.2007 at 02:26 PM
ieq’s comment is:
What can I say? I'm not a graphic designer but Ilove ballance,harmony and movement and I find it all in this logo. I love it! Well done!!
On Nov.20.2007 at 02:37 PM
Consin’s comment is:
"damon’s comment is:
how much does it cost to run PMS? there's what, like 25 plates in that logo. :P"
The symbol is probably just two colors, and then tints of those two colors.
damon’s comment is:
yah, that'd make sense....looked to me like there were a few blues/greens in there but probably not.
On Nov.20.2007 at 03:14 PM
Von Glitschka’s comment is:
I like what Bill Gardner said "It's an RGB world not CMYK."
You don't need to limit design due to antiquated methods such as a fax. Signatures are legal in digital form since the DMCA was signed by the Clinton Administration.
I'd bet a faxable version was created or at least easily could be, but for the primary mark and usage it's not needed nor does it need to be. I realize some feel logos with gradients cause Rand to roll over in his grave on a continuous basis like a rock polishing machine but like a polished rock the new breed of logos are clean, shiny and glassy more often then not.
On Nov.20.2007 at 05:41 PM
Steve’s comment is:
I went to this designer's page to see if they had also designed the suspiciously similar Columbus Metropolitan Library's logo a year ago. They hadn't. I believe Tommaso Design did.
John McCollum’s comment is:
I live in Columbus, and like Steve, I noticed the similarities. They look a lot alike, except for the fact that the DarienLibrary logo doesn't look like ass. Ugh!
(Sorry, guys. We've designed a few clunkers as well. I cringe when I see those RDP trucks we designed in '98 pass by. I have to think that you were overly constrained or too-tightly directed by the client, and that you had better versions that never saw the light of day...)
On Nov.21.2007 at 08:13 AM
John McCollum’s comment is:
Okay. That was probably over the line, criticizing one of my direct competitors. I apologize...
On Nov.21.2007 at 11:11 AM
Mr Posen’s comment is:
Seems BP have started a trend in geometric, radiating logos.
Ivan Philipov’s comment is:
Jeez, how come there still are people that are unaware of the Vodafone existence and their creative process somehow passes through the same idea?
doug b’s comment is:
I was actually stricken by the charm and character of the old logo. While not executionally exceptional, it has a very human, handdrawn appeal. We all know libraries are high tech and online. Does the logo need to say that as it's main message? is not a library a center for knowledge and community? Of humans connecting to one another and to their history? The new logo is too obvious a construct of the "new age", a sleek, "branded" entity that is efficient and sterile. Give me the old logo cleaned up a bit over the overly-packed-with-meaning corporate crap pumped out by the generic branding giant.
On Nov.23.2007 at 12:16 AM
doug b’s comment is:
If I may, I'd like to add some comments about the logo itself. Unto itself, it's not a bad mark. I like the nod to the past with the wing, but we've all seen the cascading pages before. As Mr. Geissbuhler said himself, there are many things he wanted to evoke - water, greenery, etc. - why try to capture them all? On a purely visual level, I agree with previous posters that there is a very lazy attempt at integrating the mark with the type. Though I think they share a common tone, visually there is notining to link them to one another.
On Nov.23.2007 at 12:33 AM
Patrick’s comment is:
Although the Darian Library logo is very nice, it is not unique in the realm of library marks.
St. Louis has a similar (however poorly designed) concept.
Doug B’s comment is:
The Darien Library is everything but a regular public library.
Then why give it a regular public typeface?
I love the symbol, but wish the letterforms were more distinctive, and less 'off the shelf.'
bad pun intended...
On Nov.26.2007 at 05:08 PM
Stef Smit’s comment is:
Nice, good work!
On Nov.27.2007 at 03:36 AM
asad’s comment is:
it's nice. i like the colours.
and, speaking of flipping pages:
Jeff’s comment is:
Nice job!
On Nov.27.2007 at 06:14 PM
alyxandr’s comment is:
With the caveat that i'm a coder, not a designer, MixedCaps to me says "Mid-90's Software Package", and already seemed horribly dated by the early 00's. Are perceptions of MixedCaps different in the real world? (Not being snarky, i'm genuinely curious.)
On Nov.28.2007 at 02:23 PM
Tselentis’s comment is:
I don't care for the poo-poo comments here It's a beautiful mark that is well executed (unlike some of the similar marks shown above), and I'd love to see it animated.
On Jan.04.2008 at 11:02 PM
Anonymous’s comment is:
EU in Finland 2006 logo:
(from here)
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