Toronto Public Library
Scope
/ Brand architecture
/ Visual identity system and guideline
/ Implementation planning
/ Tactical communications and marketing applications
/ Branded merchandise, wearables
/ Stakeholder engagement
/ Brand audit
Agency
/ Trajectory Brands Inc.
Launch
/ 2019
To support its customer experience strategy, we managed a year-long public and internal engagement process, dubbed Toronto Public Library Experience 360. The process included installations at all 100 branches as well as 16 workshops and a robust, online dialogue using the Neighborland platform. Our multi-pronged, immersive, and experiential design process was structured to be future-focused and anticipate emerging customer service opportunities. Because the library’s standards for an inclusive and accessible design process were extremely high, we partnered with OCAD University’s Inclusive Design Research Centre and its DesignFutures Lab to ensure we met and exceeded the expectations.
The new identity platform is designed for optimum flexibility and visibility. Based on TPL’s brand promise of Activate Something Great, the colon-based “activator” acts as a connector for all the diverse opportunities and experiences the library creates for individuals, communities and the city as a whole. Created for today’s dynamic media, the program has been built to anticipate emerging applications, such as augmented reality and virtual reality. It speaks to the literary history while looking forward in the digital world.
After the launch of the brand in 2019, we continued to work with the team at TPL to create a lookbook for architects to use on how to integrate the brand into the buildings as they are renovated. The initial three branches to first integrate the brand were Albion, Maryvale, and Wychwood.