Where there used to be three stacked books in the shape of the letter E, we now have five coloured bars. The Edmonton Public Library has changed its identity.
To what, though, exactly? The intent is to have people see the library as more than books. This is a well-known fact to regular users, but why not just change the messaging without getting rid of a clever, meaningful logo? Libraries are still book-based, and no matter what the future of literacy holds, the history is still in books.
And to address the snazzy taglines and “Beyonce to Beethoven” commercials– it’s going to date itself so fast! And don’t even get me started on the idea that you need to make things “cool” to attract young people. Ugh.
Rebranding is well-meaning, but there is something to be said for being recognizable and coherent. Remember when UPS changed its logo? It erased the meaning from the little crest (The little string-tied package!) and made it into something shiny and forgettable. Why, EPL? Why you too?
What about the “Chicks Dig Big Brains” stickers and badges? Thumbs up or thumbs down?
Intellectually I’m thinking – did they really print those?? Personally I’m thinking – I hope it’s true…
And yes, the “Information Ninja” badges are rather cool
I think it’s kind of weak, actually. “Chicks” (gag!) don’t like being told what they like or don’t like. And I’m getting tired of the overuse of the term “ninja” for professions that have nothing to do with covert assassinations.
It’s a little try-hard.