Revitalizing Kent County Public Library

Kent County Public Library (KCPL) is a vital community resource serving the residents of Kent County, Maryland, through its three branches in Chestertown, Galena, and Rock Hall. Offering a wide range of programs, digital resources, and materials for people of all ages, KCPL plays a central role in the lives of its diverse population. However, as the library evolved, it became clear that its visual brand and digital presence needed a revitalization to better reflect its dynamic, inclusive nature and to effectively engage the community in an increasingly digital landscape.

Discovery Phase

Early conversations with KCPL and a deep dive into understanding their audiences revealed several key insights:

Diverse Audience Base

The library serves an incredibly diverse range of people across Kent County, with significant differences from one area to another—ranging from rural to urban populations, from youth to elderly, as well as niche audiences like entrepreneurs and part-time patrons.

Outdated Visual Brand

KCPL's existing brand was outdated and no longer met their needs. It failed to reflect the inclusive, dynamic nature of a modern library, limiting its appeal across Kent County’s diverse population. This outdated branding not only affected aesthetics but also hindered the library’s ability to communicate its multifaceted role as a community hub, resource center, and welcoming space for all.

These discoveries highlighted the need for a digital solution that would be equitable for all and reignite community engagement. Addressing these challenges required both a rebranding of KCPL and equipping the library with tools to support its mission.

Brand Design Phase

The visual brand needed more than aesthetic changes; it required a comprehensive reimagining of the library’s identity, driven by the goal of creating a more equitable brand. This focus on equity extended beyond surface-level adjustments to craft a brand that would resonate with and represent Kent County's diverse population.

The task became finding a balance between inclusivity and distinctiveness, creating a visual identity that was welcoming to all while still capturing the unique spirit of Kent County and its library system. This approach involved multiple iterations, constant feedback from stakeholders, and a willingness to challenge assumptions about what an equitable brand should look like.

However, the pursuit of equity in design presented its own challenges. Striving for inclusivity initially led to a more generic brand, risking the creation of an identity so broad that it lacked uniqueness.

Thematic Concepts

A deep dive into the essence of a library, along with collaboration with the KCPL team, led to the definition of a spectrum of concepts—from tangible aspects like language and community to intangibles such as eureka moments of discovery.

Based on these concepts, a series of mood boards was created by collecting existing logos, setting the stage for defining the look, feel, and meaning of the brand. Through a process of elimination, a clear direction was established, leading the design team to workshop numerous ideas.

Defining Core Brand Elements

Extensive workshopping, with inclusivity at the forefront, led back to the traditional symbol of the library: books. However, the design needed to go beyond tradition.

Brand Colors & Typography

A vibrant color palette and font family selections that prioritize usability and accessibility were also developed. In the end, each element—the logo, color palette, and typography—was carefully crafted to work in harmony, creating a cohesive brand identity that honors the library's traditional role while positioning it as a modern, inclusive institution ready to serve all of Kent County.

Logo

Through multiple iterations, the final logo emerged with bold, blocky letters exuding strength and stability. A playful touch was added with a tilted “C” and a “P” that breaks out of the box, transforming into a bookmark.

Extending the Brand: Website, Business Cards, Checkout Cards

With the core brand elements defined, the next step was to extend KCPL’s identity across various collateral, including the website, staff business cards, patron checkout cards, and wristbands.

Rather than merely applying the logo, colors, and fonts in a straightforward manner, the goal was to bring KCPL’s identity to life as a dynamic entity—one with depth, capable of fostering discovery, evoking surprise, and creating emotional connections. One of the key design insights came from the bookmark-tailed ‘P’ in the logo, which, when viewed creatively, suggested a speech bubble. This unexpected element became a powerful visual metaphor, reinforcing KCPL’s role as a hub for dialogue and community interaction.

Business Cards

The business cards took this playful spirit further, abstracting the letters into whimsical shapes to create a unique and engaging visual identity that felt both professional and inviting.

Patron Cards

For the library checkout cards, special attention was given to the interaction patrons would have with them. Designs were developed that allowed patrons to choose from a variety of options, each card featuring the vision statement as the focal point, framed by shapes derived from the logo. This personalization of the checkout experience aligned with the broader goal of making KCPL’s brand feel accessible and welcoming.

Conclusion

This comprehensive brand initiative, coupled with functional updates, not only addresses KCPL's challenges but also positions the library as a dynamic, inclusive, and indispensable community resource, ready to serve Kent County's diverse population in the digital age.

Throughout the brand extension process, KCPL's identity was continuously pushed beyond a static logo, evolving into a living, breathing entity that surprised and delighted at every turn. From the speech bubble to the playful shapes, each application of the brand revealed new facets of its personality, inviting patrons to interact with and discover the library in fresh, exciting ways.

By embracing creativity and innovation at every stage, the revitalized brand positions KCPL not only as a relevant and modern institution but also as a place where the community can engage, connect, and explore in meaningful ways.

Designed while at Byte Studios

Sonal Jain - Designer

Michael Diedrick - Site Architect & Content Strategy

Jozi Schneider, Travis Horstmeier, Ryan Golner - Developers