We overhauled the outdated branding with a system that captured SMCL’s inspiring vision and approachable personality.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.” We designed a clean and imaginative logo consisting of a symbol we called “The Burst of Knowledge,” placing it alongside a clean and modern wordmark. Together, they mirror the spread of information, the family of libraries, and the excitement that emanates from experiencing something new. The corresponding 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.