News
LIBRARY BRANDING WORK THAT REWRITES THE BOOK
A dynamic landmark development set in the heart of the city. World-class architecture, state-of-the-art technology and a development budget of £193 million, the new Library of Birmingham is quite a project.
But it’s not just about the building itself. Through an innovative online experience, the library’s wealth of inspirational content will be easily available to everyone, everywhere.
So you can imagine how happy we were to win the nationally tendered brief for creating its brand identity.
We set the foundation in a powerful strapline…Rewriting the book. A statement of bold ambition and radical change, it acknowledges from the outset, that the new Library of Birmingham will challenge conventions.
Then came the visual identity. Starting with a PR event to find 26 ‘characters’ from the local community – children, mothers, students, teachers, artists, business people, scientists, doctors, athletes… each of them set to play a part in a flexible identity. Not one fixed logo, but 26 ‘variations’ ready to be applied in any number of ways.
We’ve since developed a stunning set of brand guidelines, to protect the identity and guarantee its consistent interpretation in the future.
Sara Rowell, from the Library of Birmingham, commented on our work.
“We have been impressed by KLM’s highly creative and collaborative approach to the brief. Their concept for the Library of Birmingham’s visual identity stood out from the competition for its insight and imagination, and their team has followed through to deliver stunning results. They are a pleasure to work with.”
A dynamic landmark development set in the heart of the city. World-class architecture, state-of-the-art technology and a development budget of £193 million, the new Library of Birmingham is quite a project.
But it’s not just about the building itself. Through an innovative online experience, the library’s wealth of inspirational content will be easily available to everyone, everywhere.
So you can imagine how happy we were to win the nationally tendered brief for creating its brand identity.
We set the foundation in a powerful strapline…Rewriting the book. A statement of bold ambition and radical change, it acknowledges from the outset, that the new Library of Birmingham will challenge conventions.
Then came the visual identity. Starting with a PR event to find 26 ‘characters’ from the local community – children, mothers, students, teachers, artists, business people, scientists, doctors, athletes… each of them set to play a part in a flexible identity. Not one fixed logo, but 26 ‘variations’ ready to be applied in any number of ways.
We’ve since developed a stunning set of brand guidelines, to protect the identity and guarantee its consistent interpretation in the future.
Sara Rowell, from the Library of Birmingham, commented on our work.
“We have been impressed by KLM’s highly creative and collaborative approach to the brief. Their concept for the Library of Birmingham’s visual identity stood out from the competition for its insight and imagination, and their team has followed through to deliver stunning results. They are a pleasure to work with.”