Utica Public Library
Rebuilding clarity for a historic institution at the heart of Utica.
The Utica Public Library plays many roles at once, from education and research to community gathering and public service. Over time, its communications reflected that complexity. Different departments created posters, signage, and materials independently, using a wide range of fonts, colors, layouts, and clip art. While well intentioned, the result was a fragmented visual language that made it difficult for patrons to navigate services, recognize programs, or experience the library as a unified institution.
The challenge was not to modernize for its own sake, but to restore coherence without erasing character. A public library must feel intuitive, welcoming, and easy to understand for first-time visitors and regular patrons alike. The brand needed to unify the institution while preserving the individuality of its programs, and it had to function in the hands of staff who are not designers, across dozens of everyday touchpoints.
New Studio partnered with the library to redesign its identity from the inside out. Anchored by a bold new logo and the brand idea “Open to All,” the system establishes a clear foundation while remaining flexible in use. A modular visual framework brings structure to layouts, color, and typography, replacing ad hoc design decisions with a practical, repeatable toolkit. Designed for real-world implementation, the system scales across signage, posters, programs, and digital materials, allowing each department to communicate clearly while remaining part of a cohesive whole. The result is a durable, human-centered brand system that restores clarity, strengthens civic presence, and helps the Utica Public Library show up as a single institution serving many communities.
Pathways
- Repositioning
- Modernization
Sector
- Civic & Public
Scope
- Brand Strategy
- Research
- Brand Identity
- Logo
- Guidelines
- Campaigns
Partner
- Jonathan Lin
Collaborators
- Chris Sagaas, Utica Public Library
- Heidi McManus, Utica Public Library
- Justin Fines, Advisor
Year
- 2025
The Utica Public Library is a historic institution housed in a Beaux-Arts building designed in 1904 by Carrère and Hastings, which is the same architectural firm behind the New York Public Library.
Throughout its history, the Utica Public Library has always been a social and civic space where people gathered to read, learn, and connect. From early study rooms to bustling reading halls, the library has long embodied the spirit of community and curiosity.
The library houses a gallery, hosting rotating exhibitions beneath its original skylights.
Beneath the skylights, the library’s original iron stacks and glass floors remain a defining feature of its historic interior.
Today, the library’s visual presence feels fragmented, defined by years of mismatched posters and staff-made signage.
The previous logo felt dated and generic, lacking the distinction and modernity seen across peer institutions.
The new logo is a representation of all the things Utica Pubic Library represents and holds, including the building.
The logo expands to show the expansive serveries and resources the library represents.
The logo also works vertically. The icon stays in the same orientation, while the wordmark is rotated counterclockwise.
Sharp Sans provides the perfect balance of professionalism and approachability. Its clean lines echo the logo while remaining highly readable across applications.
Roboto Serif is used for longer text, bringing warmth and readability. Its classic serif form nods to the tradition of books, grounding the brand in the library's literary heritage.
A new color system was created, where blue is used to represent the library, while different colors can be used to represent the library's different services and departments.
A consistent layout system, combined with the brand colors makes it easy to produce materials for different departments and services within the library.
Next Project
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