Madison Public Library Identity & Branding

The Madison Library Foundation engaged Cricket Design Works to develop a new brand platform and visual identity for Madison’s Public Library in a time when libraries vie for attention in today’s internet-driven reality. Through our branding process, we worked collaboratively with staff and stakeholders to uncover the brand promise and to create a brand platform to build messaging and communications. The library is a place for those who seek--and the library provides all that people seek--and delights and surprises
these seekers with more.

The logo we developed--at one glance a stack of media you might find at the library--suggests a cairn made by others to help explorers find their way. The new identity and brand were released to help gain recognition as a new generation of libraries in conjunction with the capital campaign to fund the new Central Library that opened September 2013.

The new Madison Public Library logo was named one of the top 12 logos of 2012 by
BRAND NEW in an international field. 
 

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As part of this project, Cricket Design Works designed all print collateral, developed two websites for the foundation--direct marketing and fundraising communications--and designed all environmental signage.

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We teamed up with the Madison Public Library to create a campaign promoting their annual Summer Reading Clubs for kids. Hoping to engage readers in participation, and sparked by the idea that reading has the power to do anything — from transporting us to distant lands, instructing us on how fix a bicycle, or revealing the inner workings of the solar system — we developed a “Fill in the Blanks” theme which invited readers to insert their own personal statements about what reading means to them. The campaign also emphasized the importance of keeping reading skills fresh during the summer months, when children are most at risk for learning-loss.

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The collateral for this three-month campaign included a broad range of materials: print ads, stickers, pins, bookmarks, large-scale city bus ads, posters, animated gifs and radio advertising. The campaign featured messaging for both English and Spanish-speaking communities within the Madison area.

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Cricket Design Works also updated the brand identity for the Wisconsin Book Festival to become part of the library's brand family, including the website and all marketing materials.

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