State Library of Western Australia – Brand Identity Rebrand

The State Library of Western Australia (SLWA) faced the challenge of redefining its identity amidst evolving perceptions of libraries in the digital age. Traditionally seen as quiet spaces filled with books, SLWA needed to communicate its role as a vibrant, multi-platform resource that fosters learning, creativity, and community engagement across the state. The rebrand aimed to shift public perception, highlighting the library's dynamic services and its commitment to inclusivity and lifelong learning. The challenge was to create a brand identity that resonates with diverse audiences, reflecting the library's evolution while honouring its legacy.

Block developed a brand identity centred around the concept of individual journeys of discovery. The design features a 'journey line' motif, symbolising the unique paths users take through the library's offerings. This visual element represents how a single question or interest can lead to expansive exploration. The identity system is structured yet flexible, accommodating various applications while maintaining coherence. The tagline, “Where will the State Library take you?” encapsulates the library's role in guiding users through personalised learning experiences. The design emphasises clarity, accessibility, and adaptability, aligning with SLWA's mission to serve all Western Australians.

The rebrand has repositioned SLWA as an active, contemporary institution integral to the community's intellectual and cultural life. By focusing on user-centric narratives, the identity fosters deeper engagement and broadens the library's appeal beyond traditional patrons. The flexible design system allows for consistent application across digital and physical platforms, enhancing brand recognition. The emphasis on inclusivity and accessibility ensures the library's services are welcoming to all, supporting SLWA's goal of promoting lifelong learning. The rebrand has not only refreshed the library's image but also reinforced its relevance in a rapidly changing information landscape.

•Journey Line Motif: A central visual element representing individual exploration paths, adaptable across various media. •Flexible Design System: Structured yet adaptable, allowing for consistent branding across digital, print, and environmental applications. •Inclusive Typography and Colour Palette: Chosen for clarity and accessibility, ensuring readability for diverse audiences. •Tagline: “Where will the State Library take you?” inviting users to embark on personal learning journeys. •Community-Centric Narrative: Emphasises user stories and experiences, positioning the library as a facilitator of discovery. •Digital Integration: Design accommodates online platforms, reflecting the library's expanding digital services. •Physical Signage and Wayfinding: Enhanced navigation within library spaces, improving user experience. •Merchandise and Promotional Materials: Branded items extend the library's presence into the community. •Staff Engagement: Internal materials and guidelines ensure consistent brand adoption across the organization. •Cultural Sensitivity: Design respects and reflects the diverse cultural heritage of Western Australia.