Defining the lifeline of a city.
While working with library staff and city representatives to develop a conceptual design for a new building, MCG recognized the opportunity to strengthen the library’s overall brand. In collaboration with the client team, MCG developed a new graphic identity for the organization.
Conceptualized to represent the library as a “lifeline” within the community, the design was also to convey a distinct, modern aesthetic, representative of the innovative new facility to be built. In the versatile final design, a circular icon is cross-cut by a “lifeline” of books, while the angular typeface used in the mark accentuates the contemporary look.