Reflection

Studiotrope had prior experience working with the Pueblo City-County Library District to renovate and refresh several of its libraries, including the Rawlings, Barkman, Lamb, and Pueblo West libraries. In 2022, the District hired studiotrope to completely rebrand the District and create new brand guidelines.

The previous logo had been designed almost 20 years ago with little to no input from the community, meaning that the brand did not reflect the community it served. Studiotrope’s extensive experience with community input gathering, combined with our experience in rebrands, made us the top choice for this long-overdue project.

We began with a months-long process of discovery, including an audit of the existing brand materials, interviews with library community members and staff, an online survey (collecting ~1,200 responses), and virtual focus groups. Only after carefully listening to these varied groups of people and synthesizing their insights did we begin to draw the new logo.

The design of the new logo enables easy, legible reproduction in all manner of demanding circumstances. It also lends itself well to modification for special purposes, such as tiling into a pattern. Most importantly, the brand now actively incorporates the five “power words” which resonate most with the District’s community: accessibility, diversity, innovation, connectedness, and stability. The brand has earned the admiration and support of the community, the library staff, and the board of trustees, who are overjoyed that the District is finally represented by a brand which reflects its goals and its people.

Studiotrope also wrote and designed the brand guidelines document, including guidelines for logo use, color use, typography best practices, and creative incorporation of imagery. The document clearly communicates the value behind the brand and will serve as a resource for years to come.

"I am so happy studiotrope was our selected branding consultant and I am so pleased with every facet of this project. The design team was receptive, friendly, knowledgeable, creative and an overall joy to work with... I highly recommend studiotrope to anyone wishing to redesign or refresh their branding efforts. I am so happy and appreciative of the knowledge, guidance and support of studiotrope and I cannot recommend them enough.”
—Nick Potter, Director of Community Relations, Pueblo City-County Library District