Libraries Connected

Official Websites

• https://www.librariesconnected.org.uk

Brand Guidelines

2018

Brand Summary

Mission

• Libraries Connected believes in the power of libraries to enrich lives and deliver a more inclusive society. Their vision is an inclusive, modern, sustainable, and high quality public library service at the heart of every community in the UK [^1].

Core Values

• Inspiration-seekers
• Forward-thinkers
• Collaborators
• Connection-makers
• Flag-flyers

Target Audience

• The target audience includes library professionals, key stakeholders, and the broader community served by public libraries, with a focus on inclusivity and meeting diverse local needs around information, learning, literacy, employment, digital skills, health, culture, and leisure [^2].

Personality Traits

• Supportive
• Collaborative
• Direct
• Inspired
• Evidence-based

Visual Identity Overview

• The visual identity features versatile marque(s) and logos with three color options, a broad complementary color palette, modified logotype letterforms, and geometric patterns. Brand imagery includes vibrant, rich photography focused on library activities, with guidelines for logo usage, safe areas, and minimum sizes. Typography is clear and modern, using TT Norms Bold, Avenir, and Arial. The brand is applied across presentations, tote bags, print publications, lapel pin badges, and social media [^3].

Categories

Brand Voice

• Your brand is not solely how it looks: how your organisation ‘sounds’ is just as important. Your audiences and stakeholders should be able to recognise Libraries Connected by its written word as well as by the colours and typefaces it uses.
• Our tone is supportive and collaborative. We work through partnership and networks, and this comes across in our tone of voice.
• We speak and write concisely to communicate the benefits and value of the sector in a direct way, straight to the point.
• We aim to inspire and excite our audiences about the power and potential of the library sector. This comes across in the language we use and our the energy of our communications.
• We use research, evidence and data to back up what we say and progress our purpose. The evidence is important to us and builds trust amongst our audiences.
• Libraries Connected speaks and communicates on behalf of our members and the library sector, this shared voice is vital to our style of communications.
• Understandably, given our field, the way in which Libraries Connected communicates should be confident and strong.
• However, we should also be mindful of the diverse audience groups to whom we must communicate, so our writing style should strive for inclusivity above all else. This means we must avoid jargon, overly sophisticated language, and abbreviations, aiming instead for plain, easy-to-understand English. Our tone should be friendly but still demonstrate our knowledge and expertise without appearing overly authoritarian or intimidating.

Brand Imagery

• Photography is rich, with a sense of depth and a focus on library activities -using computers, reseach, reading.
• Tone should be vibrant, with light creating a sense of mood and showing off library spaces and the things people love about them.
• Photography can be used in a number of ways, alongside the brand marque and patterns. When the marque is used over an image it should contrast well with the background to ensure legibility. The white-out version can also be used (as shown below). The pattern colour should also contrast with the image, should be used in corners of images, and never obscure the main focus of the image.

Color Palette

• This broad, complementary colour palette allows for three choices of colour combination within the Libraries Connected logo.
• There is also versatility to use all six colours within both printed and digital applications, so long as the combinations of colour are not paired outside of their designated pairings seen here.
• Body copy shouId be used at 80% black.
• black
• 91 / 79 / 62 / 97
• 0/0/0
• #000000
• 80% black
• 69 / 60 / 56/ 66
• 51/51/51 #323232
• 60% black
• 56 / 45 / 45 / 33 1 02 / 1 02 / 1 02
• #666666
• 83 I 28 I 48 / 13 13 / 125 / 125 #0c7c7c
• 28 IOI 23 I 0 204 / 229 / 209 #cce5d1
• 73 I 82 IO I 0 102 / 66 / 148 #664293
• 0 I 41 / 38 / 0
• 245 / 173 / 150
• #f4ad96
• 21 / 82 / 57 / 11 184 / 69 / 79 #b7444f
• 1/16/41/0 252 I 219 / 166 #fcdba5

Typography

• The Libraries Connected logotype features a modified letter ‘i’. This mimics the letter ’t’ in the type and the round, flowing letters of the rest of the brand font. The dot of the letter ‘i’ is also modified and appears as a perfect circle. Only this modified version of the logotype should be used, unless the name appears typed within headings and body copy.
• Body copy shouId be used at 80% black.

• Primary typefaces ### TT Norms Bold

• ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

• Buy TT Norms Bold here

• Avenir Book and Heavy Used for subheadings and body copy, Avenir is clearly legible, whilst also complementary to the primary typeface of TT Norms Bold. Available in a broad range of weights, to enable a clear and definite hierarchy, Avenir affords a broad range of applications and outputs through both print and digital.

• Avenir Book should be used for body copy and Heavy should be used for headings when FS Lucas is not an option
• ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
• Buy Avenir Book and Heavy here

• Secondary typeface ### Arial Regular and Bold Available on the majority of office computer system, and those using Microsoft Office, Arial is available in multiple weights, including Regular and Bold. Regular should be used to set body copy, whilst Bold should be used for headings and sub-headings.

• Arial is soft, rounded and highly legible, whilst also familiar to most users and readers. This typeface should only be used when the primary typefaces are not available.

Logo Usage

• The Library Connected marques and logos are designed to be versatile. There are three different colour options and combinations that the marques can appear in, with the L and C motif of the marques can be used to create patterns, visual interest and a strong sense of brand.
• The Libraries Connected logotype features a modified letter ‘i’. This mimics the letter ’t’ in the type and the round, flowing letters of the rest of the brand font. The dot of the letter ‘i’ is also modified and appears as a perfect circle. Only this modified version of the logotype should be used, unless the name appears typed within headings and body copy.
• The greyscale logo should only be used when colour reproduction is not available.
• The logomark diamond should appear at 60% black, with the Libraries Connected name appearing at 100% black.
• Whenever the Libraries logo marque is used, it is important to ensure there is enough space around it. This safe area is equivalent proportionately to the large L in the Libraries Connected diamond marque.
• The Libraries Connected logo MUST appear no smaller than 25mm in width.
• DO use the Libraries Connected marque, scaled proportionately inf tull II colour, I , on a w vhite I e b ackground.
• DO use the white Libraries C Connected marque on dark backgrounds or br i. images, ensuring it is visable.
• DO use the greyscale version of t h e logo marque when colour reproductio n . is not available.
• DON’T alter the lock-up of the logo marque in any way.
• DON’T use the black and white or full colour logo marques on dark, busy backgrounds.
• DON’T stretch, distort rotate the logo marque.
• DON’T ma k e your own version of the h I logo, or change the typeface or diamond marque in any way.
• It is vital that the Libraries Connected logos and marques adhere to all safe areas/exclusion zones and minimum size requirements, as set out earlier in these brand guidelines.
• On Libraries Connected dominant communications, it is paramount that our brand is the most prominant and should always appear larger and lead visuals in terms of colour palette and styling.
• On communications that are partner led, meaning Libraries Connected is either in support of those communications, or a partner of them, the Libraries Connected logo should never be bigger than the logo of the organisation/business leading the communications. The styling should also follow those of this organisation/business.

Tone And Messaging

• Your brand is not solely how it looks: how your organisation ‘sounds’ is just as important. Your audiences and stakeholders should be able to recognise Libraries Connected by its written word as well as by the colours and typefaces it uses.
• Our tone is supportive and collaborative. We work through partnership and networks, and this comes across in our tone of voice.
• We speak and write concisely to communicate the benefits and value of the sector in a direct way, straight to the point.
• We aim to inspire and excite our audiences about the power and potential of the library sector. This comes across in the language we use and our the energy of our communications.
• We use research, evidence and data to back up what we say and progress our purpose. The evidence is important to us and builds trust amongst our audiences.
• Libraries Connected speaks and communicates on behalf of our members and the library sector, this shared voice is vital to our style of communications.
• Understandably, given our field, the way in which Libraries Connected communicates should be confident and strong.
• However, we should also be mindful of the diverse audience groups to whom we must communicate, so our writing style should strive for inclusivity above all else. This means we must avoid jargon, overly sophisticated language, and abbreviations, aiming instead for plain, easy-to-understand English. Our tone should be friendly but still demonstrate our knowledge and expertise without appearing overly authoritarian or intimidating.

Brand Values

• Inspiration-seekers We want to learn and be inspired by the best. We are restless in our pursuit of seeking out creative solutions, new approaches and inspirational ways of delivering library services.
• Forward-thinkers We are at the forefront of what the library sector can offer. This means we identify good practice, showcase the potential of the sector and strive to build a resilient, sustainable library sector, fit for the future.
• Collaborators We don’t work in isolation; we work with and for our members, through active partnerships and collaboration. We believe the best results happen when we share and collaborate.
• Connection-makers We are all about building a stronger library sector through forging strong connections between library professionals and key stakeholders locally, regionally, nationally, and internationally. We know the sector will be stronger and more effective through connectivity and collaboration.
• Flag-flyers We fly the flag for public libraries. We celebrate their value and the positive impact they can have on people and society. We champion the importance of libraries and provide a voice for the sector.

Visual Style

• The Library Connected marques and logos are designed to be versatile. There are three different colour options and combinations that the marques can appear in, with the L and C motif of the marques can be used to create patterns, visual interest and a strong sense of brand.
• The Libraries Connected logotype features a modified letter ‘i’. This mimics the letter ’t’ in the type and the round, flowing letters of the rest of the brand font. The dot of the letter ‘i’ is also modified and appears as a perfect circle. Only this modified version of the logotype should be used, unless the name appears typed within headings and body copy.
• The greyscale logo should only be used when colour reproduction is not available.
• The logomark diamond should appear at 60% black, with the Libraries Connected name appearing at 100% black.
• Body copy shouId be used at 80% black.
• Whenever the Libraries logo marque is used, it is important to ensure there is enough space around it. This safe area is equivalent proportionately to the large L in the Libraries Connected diamond marque.
• The Libraries Connected logo MUST appear no smaller than 25mm in width.
• DO use the Libraries Connected marque, scaled proportionately inf tull II colour, I , on a w vhite I e b ackground.
• DO use the white Libraries C Connected marque on dark backgrounds or br i. images, ensuring it is visable.
• DO use the greyscale version of t h e logo marque when colour reproductio n . is not available.
• DON’T alter the lock-up of the logo marque in any way.
• DON’T use the black and white or full colour logo marques on dark, busy backgrounds.
• DON’T stretch, distort rotate the logo marque.
• DON’T ma k e your own version of the h I logo, or change the typeface or diamond marque in any way.
• This broad, complementary colour palette allows for three choices of colour combination within the Libraries Connected logo.
• There is also versatility to use all six colours within both printed and digital applications, so long as the combinations of colour are not paired outside of their designated pairings seen here.
• TT Norms Bold
• Avenir Book should be used for body copy and Heavy should be used for headings when FS Lucas is not an option
• Arial is soft, rounded and highly legible, whilst also familiar to most users and readers. This typeface should only be used when the primary typefaces are not available.
• Photography is rich, with a sense of depth and a focus on library activities -using computers, reseach, reading.
• Tone should be vibrant, with light creating a sense of mood and showing off library spaces and the things people love about them.
• Photography can be used in a number of ways, alongside the brand marque and patterns. When the marque is used over an image it should contrast well with the background to ensure legibility. The white-out version can also be used (as shown below). The pattern colour should also contrast with the image, should be used in corners of images, and never obscure the main focus of the image.

Layout And Composition

• Whenever the Libraries Connected logo marque is used, it is important to ensure there is enough space around it. This safe area is equivalent proportionately to the large L in the Libraries Connected diamond marque.
• The Libraries Connected logo MUST appear no smaller than 25mm in width.
• It is vital that the Libraries Connected logos and marques adhere to all safe areas/exclusion zones and minimum size requirements, as set out earlier in these brand guidelines.
• On Libraries Connected dominant communications, it is paramount that our brand is the most prominant and should always appear larger and lead visuals in terms of colour palette and styling.
• On communications that are partner led, meaning Libraries Connected is either in support of those communications, or a partner of them, the Libraries Connected logo should never be bigger than the logo of the organisation/business leading the communications. The styling should also follow those of this organisation/business.

Print Guidelines

• Body copy shouId be used at 80% black.
• Avenir Book should be used for body copy and Heavy should be used for headings when FS Lucas is not an option
• Avenir is clearly legible, whilst also complementary to the primary typeface of TT Norms Bold. Available in a broad range of weights, to enable a clear and definite hierarchy, Avenir affords a broad range of applications and outputs through both print and digital.

Additional Properties

Revenue History

Employees History