Rebrand for Guelph Public Library

No more “shhh!”. Across Canada, the library has become a dynamic, vital community hub and resource centre that invites collaboration and (gasp!) discussion.

The Guelph Public Library wanted to create a bold new identity to support its evolution, a process which began with strong community engagement to understand the essence of the library in the minds of users. This included:

  • Best practice research
  • Board consultations
  • Key informant interviews
  • Focus groups and workshops
  • Two community surveys

Our Brand Framework Strategy – an analysis of all engagement and clear direction for a resonant, effective corporate brand – led the creative development process.

The final brand moves away from a simple illustration of a library as a place for books to an energetic space for the community to explore, connect and thrive. Its launch and implementation were supported through strong media relations, implementation, communications planning and the creation of comprehensive Brand Guidelines.



“Letter M Marketing and Doug came with high recommendations and they did not disappoint us.  The creative team listened to our requests, outlined a plan, met our needs, and achieved the goal.  From beginning to end it was a smooth, informative, and pleasantly professional process.  I would work with them again without hesitation.”

Steve Kraft, CEO
Guelph Public Library

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