Library of Birmingham

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.

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