Creative Director

Tim Neal

Art Director

David Melashenko


Alex Whyte
Rebecca Harbin
Breanne Seymour


Ray Penner
Pam Cradock


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Tap Communications
Saskatoon Public Library

Saskatoon Public Library by Tap Communications


A pub­licly funded library sys­tem serv­ing the city of Saska­toon, Canada, and its sur­round­ing com­mu­ni­ties. Through its eight local branches, it pro­vides a vari­ety of mate­ri­als, pro­gram­ming, and ser­vices to approx­i­mately 222,000 res­i­dents of all ages and eth­nic­i­ties (2011 census).


Saska­toon Pub­lic Library (SPL) needed help to increase branch usage and cir­cu­la­tion of its mate­ri­als. Our team was involved in an exten­sive research process, deter­min­ing that a new visual identity—especially a new logo—was needed to bring life to SPL’s brand. It was impor­tant to design a logo that would escort SPL into the future of infor­ma­tion shar­ing. How­ever, tech­nol­ogy is chang­ing so rapidly that it’s impos­si­ble to pre­dict what infor­ma­tion will look like in 50 years. The new look also needed to respect the his­tory of libraries in gen­eral, as well as their posi­tion as a gath­er­ing place, a des­ti­na­tion, and a knowl­edge centre.


The logo’s pri­mary sym­bols are books, with three sizes rep­re­sent­ing dif­fer­ent read­ing lev­els, as well as the diver­sity of library-goers. The books are abstracted to become pieces of a larger shape, a sun­burst. The book spines point inward, like arrows, and the spaces become path­ways. Both ele­ments lead to the cen­tre cir­cle, which is rep­re­sen­ta­tional of a gath­er­ing place and knowl­edge cen­tre. The type­face used, Ubuntu, is an open source type­face which is ideal for SPL as a pub­lic insti­tu­tion. It’s a font that breaks down bar­ri­ers, uni­fy­ing peo­ple and lan­guage, an exam­ple of what we envi­sion the future of the Saska­toon Pub­lic Library.

We were very happy with the over­all design and inter­nal engage­ment process, and we think our new logo is fresh, dynamic, and con­tem­po­rary. We wanted a fresh start­ing point and some­thing that reflects the diver­sity, rel­e­vancy, and vibrancy of the Library as we move into the next 100 years of our his­tory. Saska­toon Pub­lic Library is very much in the pub­lic eye, so the logo needed to appeal to many stake­hold­ers, includ­ing our employ­ees, our Board of Trustees, and the Saska­toon pub­lic. It was approved unan­i­mously by the Saska­toon Pub­lic Library Board, and it’s been very well received by both our employ­ees and our patrons. — Zenon Zuzak, Direc­tor of Libraries

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