San Mateo County Libraries had grown into a network of innovative destinations for learning and their existing identity didn’t match their dynamic scope.
My team overhauled the outdated branding with a system that captured SMCL’s inspiring vision and approachable personality. In order to effectively communicate that each location was a part of a larger community pursuing the same inclusive mission, we adjusted the name from the existing “San Mateo County Library” to “Libraries.”
The tagline we created, Open for Exploration™, speaks to SMCL’s mission to engage the community through the expansion of knowledge and transformative experiences. Anchored in a bright, simple color palette and friendly, caring language, the new brand feels welcoming and energetic. It’s an optimistic and smart identity that will support San Mateo County Libraries as they evolve for years to come.
My role:
• Brand messaging execution
• Tagline concepting
• Collateral content
• Employee apparel branding