American Library Association
Brand identity and positioning for America’s association for public libraries
Client
American Library Association
Services
Brand Strategy
Visual Identity & Brand Design
Research, Data, & Insight
The American Library Association (ALA) was founded in 1876 — the same year the telephone was invented. Our world has evolved digitally and politically, but a certainty remains: libraries continue to be an essential thread in the fabric of the nation, creating spaces to teach, provide essential services, and crucially, to build community no matter one’s views or background. As a nonprofit organisation, ALA has been a champion for these public spaces.
In honour of its 150th anniversary, the American Library Association sought to create a bold new brand identity, complete with a national campaign designed to shine a light on the power of libraries, while driving public engagement and fostering donor relationships.
In collaboration with our sister organisation, Local Projects, we developed a contemporary reimagining of this historic cultural institution. Starting with an in-depth brand strategy process, Camron commissioned and ran nation-wide qualitative focus groups and quantitative surveys to understand the role of libraries in modern America, and importantly, how the ALA might communicate their work.
Armed with insight, we have developed an impactful tagline, campaign messaging, and creative strategy to inform a bold new visual identity. An identity that feels contemporary, energetic and engages a new, younger audience whilst still connecting to the fundraising core of the organisation.
This new messaging and visual language not only delivers on ALA’s vision but is inherently flexible and adaptable, seamlessly working across numerous applications, from posters, brochures and fundraising materials to ALA’s websites, social media and merchandise.
Ultimately, our goal was to create a branding system that will continue working for the ALA for another 150 years.
