The Library Board met 12/17/2024. One of the information items they discussed was the Appleton Public Library Brand Identity update. The library spent $18,000 hiring a company called Showcase Communications to update the library’s logo.
I’ve prepared a transcript of the discussion for download:
Showcase Communications was hired in June of 2024 to update the library’s branding ahead of the opening of the new library building.
After gathering market research and trying to understand what the Appleton Public Library as an organization was, what it’s needs are, and who they compare themselves, they created multiple concept designs. Per Tina Krueger, the library’s marketing coordinator, “What we had told them was that we wanted something that was modern but timeless, so kind of like, you know, opposite.”
The library staff narrowed down the concepts to 9 finalists that were then focus tested with the community. During those discussions, one design concept rose to the top. Per Ms. Krueger, “[I]t’s bookish, but not in-your-face book, right?”
The initial design only had cold colors. One item of feedback that was given by the focus groups was to incorporate warm colors, so red was added to the design. Additionally, the focus groups thought that the design should in some way highlight t the fact that the library was part of the City of Appleton government organization. They ended up trying to make that connection by utilizing the same Arial and Georgia fonts that the City of Appleton uses on its branded material. The focus group indicated that they liked the way the design emphasized “library”.
Ms. Krueger presented a number of different versions of the logo that could be used in different formats—vertical, horizontal, colored, and black and white. She noted that they were still working on versions with some secondary colors. Additionally Showcase Communications was still in the process of creating a brand guide that would be used internally by staff to make sure they were following their new brand identity standards.
The Library Board members had no questions regarding the design and information that was presented.
[I think that a logo is one of the least essential things that a city or governmental department could pursue and spend money on. There are reasons why private companies might need recognizable logos and why it would be important for consumers to easily recognize a company’s distinct product. I don’t believe that any of those reasons apply to a government entity. There is not a single person who is going to recognize, remember, or utilize the Appleton Public Library because of its logo. It does not matter whether its logo is interesting or boring, visually appealing or ugly. In a very real sense, the library’s brand is solely the services it renders. Those are the only reasons why people go to the library and the only reason why they think of the library. The logo has absolutely no impact on the decision people make to go to the library.
And yet, the city spent $18,000 to create this logo.
I bet they could have run a contest amongst city residents and students with a nominal cash prize of under $1,000 for the winner and received logo designs that would have been just as serviceable as the one that cost $18,000.]
View full meeting details and video here: https://cityofappleton.legistar.com/MeetingDetail.aspx?ID=1142283&GUID=DB9AA5B9-D098-4BEA-AF22-A50919196ECC
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