Boise Public Library: Where Everyone Goes to Grow

The Boise Public Library began a series of construction and renovation projects to modernize and update library locations across the Treasure Valley. While the Library holds strong brand equity and did not require a full rebrand, the renovations created an opportunity to refresh and refine the existing identity.

The updated brand needed to address inconsistencies in type usage, improve accessibility through a more dynamic color palette, and establish a clearer, more structured brand system. The goal was to maintain a refined, recognizable identity that feels welcoming and contemporary, captures a sense of youth, and resonates with the natural and organic architectural decisions introduced through the renovations.

OLD

Logo

Problem The previous logo — "Library!" contained within a thought bubble — created balance issues due to the descending bubbles. This made lockups challenging and often introduced awkward gaps within layouts and partnership lineups.

NEW

Solution The exclamation mark has long been a recognizable and distinctive element of the Library's identity. To preserve this equity, the thought bubble was removed while retaining the wordmark and exclamation point. This refinement allows the logo to scale more effectively, simplifies lockups, and improves alignment with partner logos — supporting clearer, more flexible use across marketing and communication materials.

A defining feature of the refreshed brand is this beloved exclamation mark. It expresses pride, enthusiasm, and the importance of the Library's role in service to the community. The mark reflects the Library's responsibility to be accessible, inclusive, and responsive to residents of all ages and abilities, while supporting a shared vision of imagination, connection, learning, and curiosity.

Color

Problem The previous color palette lacked sufficient contrast and dynamic range. Many colors became redundant when tints and tones were applied and, in many use cases, failed to meet accessibility contrast standards. The high saturation of the palette also made it difficult to create consistent, repeatable styles.

Solution To address contrast and usability challenges, the color palette was rebuilt using the Library's paint and acoustic panel colors as a foundation. Hues were refined and adjusted for saturation and contrast to improve hierarchy and accessibility. The resulting palette supports the same functional range as the previous system while performing more effectively across print, digital, and environmental applications.

The updated palette is more dynamic and expansive, drawing inspiration from the natural environment that shapes life in Boise — the river, foothills, desert, mountains, and wildflowers. These changes reflect the Library's connection to its natural places while maintaining a youthful and playful spirit.

Brand System

Problem The brand system lacked sufficient structure, resulting in inconsistencies and a weakened sense of identity. Many materials were not easily repeatable and did not consistently reflect the Library's human-centered, service-oriented mission.

Solution A more structured brand system was introduced that balances flexibility with consistency. Clear guidelines, repeatable design components, and a refined visual framework ensure materials are cohesive, scalable, and consistently communicate the Library's people-first values across all touchpoints.

Goals

  • Align the brand identity with recent renovations and building updates

  • Resolve a dated, fragmented identity created through past workarounds and compromises

  • Establish a more efficient, structured brand system with a refined visual expression

Outcome & Impact

The refreshed brand system provides the Boise Public Library with a more cohesive, accessible, and adaptable identity. Improved structure and clarity make the system easier to apply across departments and partners, while the refined visual language better aligns with the renovated spaces. The result is a brand that feels contemporary and welcoming, supports long-term use, and reinforces the Library's role as a human-centered public service.

This project reinforced the importance of systems thinking in public-sector branding — prioritizing accessibility, repeatability, and longevity over trend-driven solutions while respecting the equity of an established community institution.

Team

  • Aaron Snethen, Art Director

  • Sam Fischer, Graphic Designer

  • Jessica Dorr, Boise Public Library Director

  • Emily Johnson, Boise Public Library COO

  • Cushing Terrell, Architecture

Project Scope

  • Brand system refinement and visual identity update

  • Logo evolution and usage guidelines

  • Color palette development and accessibility compliance

  • Typography system and editorial standards

  • Application design across print, digital, and environmental touchpoints

  • Photography and pattern guidelines

Project Involvement

  • Led visual direction across logo, color, typography, and brand applications

  • Consulted with Library leadership and stakeholders to align identity with mission and renovated spaces

  • Designed an accessible brand system balancing community inclusivity and institutional equity

  • Coordinated guidelines and templates to ensure consistent output across departments and partners