
One of the lions outside the NYPL's main branch

Identity derived from the iconic library lion

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UpRoar Magazine

UpRoar Magazine

Library Lions Identity
The New York Public Library Brand Identity
Building a successful brand identity requires more than just a logo. The Library needed a versatile, contemporary identity system to coincide with it’s changing role in the community and to remain relevant in today’s world of information. I joined the library to help the art department in refining Marc Blaustein’s redesign of the the Library’s lion; and to give the Library a brand with a strong enough voice to remain cohesive across various forms of media.
Brand New’s best new identity
The process

The old logo

Drawing from the lion statue