September 3, 2018

POSTED BY

Celeste Hylton-James

CATEGORY

Library of Congress’ New Identity

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What can be found in a bookshelf? Would you find an aged Hemingway paperback, words left by Sir Duke, or a magical landscape? Regardless of what can found, the possibilities are endless when searching through a library’s collection. As technology continuously pushes the boundaries of how knowledge is distributed and …

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What can be found in a bookshelf? Would you find an aged Hemingway paperback, words left by Sir Duke, or a magical landscape? Regardless of what can found, the possibilities are endless when searching through a library’s collection.

As technology continuously pushes the boundaries of how knowledge is distributed and consumed, major libraries have successfully expanded the idea of the “bookshelf.” The shelf can be found on Instagram stories, the shelf is an online exhibit, but you can’t take the bookshelf out of the library. That is the notion behind Pentagram’s newest rebrand for the Library of Congress.

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new york branding sports graphic design company

What can be found in the Library of Congress? Based on their recent identity, a lot. The overall visual language is a drastic turn to what it used to say. Replacing Chermayeff & Geismar & Haviv’s vision of an open book is Druk Condensed shaping the “shelf.” Between, over, and underneath the bold “LIBRARY” is the “Library of Congress” in red. To give more emphasis to the idea is their clever placement of images from their collection to expand our perception of what can be found. Their brand applications minimally recited the visual language established from their logo. Nothing else is the shelf but the logo.

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If you haven’t noticed, I’m a fan of this logo. My mother is a Librarian, so I grew up not only organizing shelves and read within them, I often napped and played between empty shelves. The bookshelf idea is genius. It portrays a common feeling, nestled in a library, in a relatable and flexible design. It’s not about the books; this logo focuses on what can be found in them.

new york branding sports graphic design company

new york branding sports graphic design company

new york branding sports graphic design company

new york branding sports graphic design company

new york branding sports graphic design company
© 2018 Library of Congress