Saint Paul Public Library unveils new brand and yearlong campaign to reach newcomers and younger adults

St. Paul Public Library marketing staff presented a new brand identity and a yearlong public-awareness campaign to the Library Board, saying the package launched last Thursday and will run through 2025.

Library communications leaders told the board the rebrand and campaign are intended to clarify what a modern public library offers and increase library use among newcomers and adults in Generation X and younger millennials.

Stacy Opitz, who introduced the presentation, said the library's marketing and communications team (Marcom) led the project in partnership with outside firms and internal staff. "Through sharing information, we contribute to connections, understanding and relevancy among Saint Paul residents," Opitz said. She described the Marcom team as three staff who work with branches, website and social teams to roll out materials systemwide.

Claire Huber, the Marcom staff member who walked the board through the visual work, said the library worked with UNO Branding, a multicultural branding firm, to develop the identity. Huber said UNO presented eight initial concepts, the library narrowed them to two and then solicited staff and community feedback before finalizing the design.

The new mark is a simplified, three-dimensional shape intended to read as multiple library-related objects (an open book, a laptop, a doorway or a meeting space), Huber said. The package includes a broad color palette, a new pattern motif described as representing community, and hyperlocal logos for individual branches so local identities can be celebrated while keeping systemwide recognition. Huber noted the illustration work was created by a local artist.

Opitz said the campaign, developed with Ambio Branding and Slow Down Creative, centers on the idea of the library as a place "where great ideas collide." The campaign phrase shown to the board included a setpiece line: "It's yours to explore. It's mine to discover. It's theirs to check out. It's ours." The initial rollout will use digital ads with physical placements planned when weather allows.

Opitz said the Friends of the Saint Paul Public Library provided funding for both the rebrand and the campaign. The staff presentation also noted the team is providing templates, signage and toolkits for branch staff to adapt the brand locally.

Board members responded positively in public remarks, praising the logo's flexibility and the focus on inclusion. Several members said they planned to promote the new identity in newsletters and on social media.

Staff told the board the existing Laser Loon library cards will continue to work and patrons may obtain new cards with the updated mark if they wish.

The marketing team said it will circulate materials to board members and continue to coordinate with branch staff and community partners as the campaign runs through the year.