Submitted by: Doublespace on behalf of QPL
Institution: Queens Public Library
“Libraries are among the last open and democratic institutions in the country. For more than 120 years, Queens Public Library has been tirelessly championing social and intellectual freedom for one of the most diverse communities in the nation. Doublespace has worked with Queens Public Library to launch their renewed promise to the people of Queens. The assignment, undertaken by NYC-based Doublesapce, began with extensive research including but not limited to; in-depth interviews with internal and external stakeholders, a quantitative population mapping analysis to understand the neighborhoods serviced by the 62 brand locations, and a combination of qualitative and quantitative market research to understand the views of Queens residents, both library cardholders and non-cardholders. This work led to key insights that informed the updated brand identity.”
To celebrate the community at the heart of the library system, we have added “Public” back into the name.
“By becoming “Queens Public Library,” we reinforce the promise that this library is truly at the center of the community and serves the people of Queens. The inclusion of this single yet powerful word makes it clear who is at the center of their work and to whom the library belongs.”
“We also redesigned the Queens Public Library logo to better represent who they are, who they serve, and their approach as a public library. The new logo uses two and three-dimensional space to express both the physical and cultural characteristics of their library system. In two dimensions, the mark is the letter Q, referencing the name of the institution and its borough. In three dimensions, the logo houses both an open book and an open doorway, extending their promise to the public that everyone is welcome. The logo seamlessly nests into a facet pattern that represents the borough’s urban grid as well as the multitude of perspectives that comprise the library’s staff, people, and resources.”
The new tagline, ‘We speak your language,’ expresses how diligently the library works to understand and help everyone, no matter who they are, where they’re from, or where they want to go.
“‘We speak Fables and Finance, HTML and LGBTQ, Immigration and Imagination—at Queens Public Library, we speak your language.'”