Utica Public Library
Modernizing a historic institution at the heart of Utica
The Utica Public Library rebrand is a community-driven visual identity overhaul that reconnects the library’s legacy with its modern role as an inclusive civic resource. Anchored by the brand idea “Open to All,” the system centers on a bold, versatile ‘U’ icon designed as an open container—symbolizing access, adaptability, and the library’s role as a space for connection, learning, and discovery. The logo system is supported by Sharp Sans, a vibrant yet legible typeface that balances authority and friendliness, and a color-coded visual language that enables departmental clarity and intuitive wayfinding across print and digital platforms.
The identity brings consistency to previously fragmented communications while celebrating the architectural and cultural character of the institution. Designed with implementation in mind, it offers easy-to-use templates for non-design staff and addresses critical needs such as signage clarity, donor engagement, and youth outreach. With its modular structure and emotional resonance, the system empowers the library to communicate with unity, warmth, and purpose in a contemporary context.
Pathways
- Repositioning
- Modernization
Sector
- Civic & Public
Scope
- Naming
- Brand Strategy
- Brand Guidelines
- Visual Identity
- 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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