We’re thrilled to present SPPL’s fresh new brand identity and new awareness campaign. This exciting update to our decades-old design refreshes SPPL’s look to better represent the evolution of our libraries and the many materials, programs, and services we offer. This new brand is rooted in SPPL’s belief that everyone belongs at the library.
Why a New Look?
The SPPL logo has had a great run since it was introduced in 2022 and last significantly updated in 2014. Throughout the past two decades, both the Library and the world around us have transformed in meaningful ways. To stay in step with these changes and reflect our mission and values, it was time to modernize. Our refreshed brand embodies our commitment to innovation, belonging, joy, and flexibility while aligning more closely with the City of Saint Paul’s branding.
What’s Changed?
Our new brand identity leads with bright, colorful, and joyful elements that speak to SPPL’s mission of welcoming all people to connect, learn, participate, and grow.
The logo features a two-toned shape designed to be open to interpretation. It’s a symbol of the many ways people experience the Library: an open book, a doorway into possibility, a cozy chair, a laptop, or even the corner of your favorite room. Paired with a vibrant color palette and geometric patterns, the design represents the diverse ways our community uses the Library.
When Will Changes Take Effect?
The refreshed branding officially launches on January 30, 2025. You’ll notice updates to our logo, colors, fonts, patterns, and imagery across our digital channels like the website, social media, and e-newsletters. We’ve also updated some physical signage, banners, and printed materials, with larger permanent updates rolling out gradually across our 14 branches.
To celebrate the brand launch, The Friends and SPPL have updated our merch shop. You’ll find a few new designs as well as current favorites in fresh styles. With the transition to a new vendor, we’re able to offer you higher quality products and an improved shop experience to help you show your love for the Library and The Friends. And you can continue to feel good that a portion of the proceeds benefits The Friends. The URL is also the same: thefriends.org/shop. To get you started, we’re offering 10% off your order plus free shipping on orders over $75 through February. Use code NEWBRAND at checkout to apply the discount.
Behind the Brand
The refreshed brand was designed by Twin Cities-based UNO Branding, a strategic multicultural creative agency known for their work in the public sector. Their thoughtful process incorporated accessibility, flexibility, and a sense of belonging, informed by community feedback. Input from patrons and staff across all SPPL locations helped shape the final design, with surveys offered in English, Spanish, Hmong, Somali, and K’Nyaw to ensure broad participation.
"Ours." Campaign
Along with the updated brand, SPPL is also launching the “Ours” campaign made in partnership with Ambio Branding and Slow Down Creative. Featuring real Saint Paul Public Library users, the campaign seeks to challenge assumptions about libraries and highlight the many services and spaces that SPPL has to offer. It emphasizes how SPPL creates library spaces where residents can be introduced to new and bold ideas, connect with neighbors across similarity and difference, and advance together as a community.
Funding and Focus
This project was generously funded by The Friends of the Saint Paul Public Library. We’re often asked why updating the brand is a priority. The truth is, a logo is more than just a design—it’s a way to communicate who we are and what we value. While books remain central to what we do, SPPL offers so much more. This new brand helps us tell that broader story and better connect with the people we serve.
We can’t wait for you to see the refreshed SPPL and make it yours. Welcome to your new Library!
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