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Our New Logo

Happy New Year! New year, new you, right? We think so, too. That’s why this is the perfect time to reveal our new, totally redesigned Pueblo City-County Library District logo. A big part of the rebranding process was listening. Listening to focus groups, surveys and in person meetings with library staff and patrons. We learned that PCCLD is thought of as accessible, stable/dependable, connected, diverse and innovative/cutting edge. The new colors, artwork and fonts were selected to reflect these values.
The Pueblo Library Logo includes two components: the Mark and the Type. The configuration including both Mark and Type is the Combination.
 
The Mark is particularly emblematic of the Library’s persona; it conveys accessibility, stability/dependability, connectedness, diversity, and innovation
The primary color is PCCLD Dark Blue. Being a very dark color, it is suitable for text on white backgrounds, as in this document. (Black text is also acceptable.) It is also suited for a dark background on which to overlay white text and graphics.
The secondary colors are PCCLD Light Blue, PCCLD Amber, and PCCLD Green.
Each of these colors complements PCCLD Dark Blue and may be used for accent in any combination together with the primary.
 
These colors were chosen based on psychological qualities, in addition to visual harmony:
•             Dark Blue: reliability, trustworthiness, serenity, problem-solving
•             Light Blue: neutrality, balance, caring, intelligence
•             Amber: energy, confidence, hope, analytical thinking
•             Green: harmony, growth, renewal, meeting of basic needs
PMN Caecilia LT Pro – Primary
PMN Caecilia Sans Text – Secondary

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Press Release:
Pueblo library district launches new logo, new colors
PUEBLO, Colo. — Pueblo City-County Library District (PCCLD) rings in the New Year with a totally redesigned logo and new color palette.
Working alongside the Denver design firm Studiotrope Design Collective, the library’s new brand is a result of a refreshed look that fully reflects how the library is viewed by the Pueblo community. To fully understand what the community thought of PCCLD, more than 12,000 patrons responded to an online survey, four community focus groups were held along with informal meetings with patrons and staff. Words describing PCCLD that came up again and again in these listening sessions were:
· Accessible
· Stable/dependable
· Connected
· Diverse
· Innovative/cutting edge
 
The resulting mark, colors and fonts were selected specifically to reflect these values.
 
Bold lines of a “P” and an “L” create the distinctive mark, or stamp. Lines remain open, reflecting the accessibility of Pueblo’s libraries to our community, while the interlocking “P” and “L” reinforce the connectedness patrons have to the library.
 
Dark blue remains as the primary color, similar to the blue of the previous library logo. Enhancing it are the secondary colors of light blue, amber and green. These colors were chosen based on the psychological qualities, in addition to visual harmony.
 
· Dark Blue: reliability, trustworthiness, serenity, problem-solving
· Light Blue: neutrality, balance, caring, intelligence
· Amber: energy, confidence, hope, analytical thinking
· Green: harmony, growth, renewal, meeting of basic needs.
 
“We are very excited at the library to refresh our brand and logo. As the library's new leader, I see the logo refresh as an invitation to everyone to look at the library and see all that we provide for lifelong learning, the joy of reading, and a fun and welcoming place to visit,” Sherri Baca, executive director said.
PCCLD’s rebranding project started in April 2022 with the hiring of Denver design firm Studiotrope Design Collective as the principle creators of the brand. The rebranding project ran concurrently with renovations to the district’s main branch, the Robert Hoag Rawlings Public Library. A public ceremony celebrating the completion of renovations to the Rawlings Library is slated for February. The prior logo was created in 2004, launching when the Rawlings Library opened to the public for the first time.
PCCLD is dedicated to serving as a foundation for the Pueblo community by offering welcoming, well equipped and maintained facilities, outstanding collections, and well-trained employees who provide expert service encouraging the joy of reading, supporting lifelong learning and presenting access to information from around the world.
 
For more information about this release, contact:
 
Ann Boyden
Marketing, Communications and Design Manager
Pueblo City-County Library District
Cell: 
(719) 543-7032
Office: (719) 562-5606
ann.boyden@pueblolibrary.org 
 
Sherri Baca, MSLS, MBA
Executive Director
Pueblo City-County Library District
(719) 562-5652