Rebranding a Legacy: How Evanston Public Library Transformed Its Identity

Libraries are more than just bookshelves—they’re vital spaces for learning, connection, and community. But what happens when a library’s brand no longer reflects its impact? Evanston Public Library (EPL) faced this challenge head-on, and NeigerDesign was honored to partner with them on a transformative rebrand.

The Challenge: Evolving With the Community

For years, EPL has been a cornerstone of Evanston, welcoming nearly 40,000 cardholders annually and circulating over a million titles. As the library grew and evolved, it became clear that its visual identity needed to better reflect its expanding role in the community. The previous branding, while once a fitting representation, no longer captured the library’s dynamic and inclusive spirit. Additionally, practical challenges—such as color reproduction and brand consistency—made it difficult for staff to apply the branding effectively across various platforms.

Key challenges EPL faced:

• A visual identity that needed to better reflect its forward-thinking approach.
• Diverse stakeholder expectations, including long-time patrons, families, and young professionals.
• A need for operational efficiency, ensuring staff could easily use branding assets across programs.

The Solution: A New Brand Rooted in Community

To ensure EPL’s new brand truly spoke to its patrons, we immersed ourselves in its culture. We spoke with leadership, hosted town hall discussions, and gathered insights from staff and community members.

1. Defining EPL's Brand Strategy

Through workshops and strategic planning, we helped EPL clarify its mission: to be a place of belonging, lifelong learning, and accessibility for all. This strategy became the foundation of the rebrand.

2. Creating a Fresh, Inclusive Visual Identity

EPL’s new logo, dubbed the “Open Door” concept, is a direct reflection of its welcoming spirit. Designed using adaptable tangram shapes, it symbolizes creativity, connection, and possibility.

3. Engaging Stakeholders for Buy-In

A rebrand is only successful if the community embraces it. We made sure EPL’s transformation was collaborative. This process fostered excitement and ownership among stakeholders.

4. Executing a High-Impact Rollout

When it came time to launch the new identity, we worked with EPL to ensure a smooth transition across all platforms:

• Custom-designed templates and marketing materials, allowing EPL staff to seamlessly create on-brand collateral.
• An easy handoff of brand assets, ensuring EPL’s team could confidently implement and maintain the new identity.
  
  

The Impact: A Stronger Connection with the Community

EPL’s rebrand was a step toward modernizing its identity while staying true to its community roots. The new visual identity provided a clearer, more cohesive brand presence that better represents its mission and values.

Billboard prototype example for the EPL Brand Standards Guide

Is Your Organization Ready for a Transformation?

At NeigerDesign, we specialize in branding services in Evanston and the Chicagoland area, helping businesses, libraries, nonprofits, and organizations evolve their visual identities as they grow. Whether you need brand strategy, logo design, marketing materials, website design, or digital branding, we can help redefine your presence and expand your reach.

Let’s start your rebranding journey today. Contact us to see how we can elevate your brand!

At NeigerDesign, we specialize in brand strategy, corporate rebranding, nonprofit branding, brand identity design, and digital marketing to help organizations stand out in a competitive marketplace. If your organization is considering rebranding services, whether for a nonprofit, membership organization, or corporate entity, we provide expert guidance to ensure a smooth transition and lasting impact.

Contact us today to explore how we can help elevate your brand and expand your reach with strategic rebranding solutions.