Cortland Free Library introduces new brand mark & strategy to reflect a new era

(Photo provided by the Cortland Free Library).

The Cortland Free Library announced today that it has developed and introduced a new brandmark and slogan to more accurately convey the institution’s expanded mission and value to the community. Developed on a pro-bono basis by CFL Trustee John Hoeschele (Flagman Communications) and Jerome Natoli (NatoliDesign), with input from the Cortland Free Library Board of Trustees, the new brand and marketing strategies stemming from its introduction will also serve as a catalyst for the library’s continued evolution, sustainability, and growth.

“By design, there’s a lot of meaning packed into this new logo,” said Jen Graney, Library Director. “In its most literal sense, of course it’s a book. But it’s being open emphasizes our being free and accessible to the public. The colors of the pages convey creativity, energy, and the diversity of our mission, assets, and patrons. And the stars emanating from the pages are meant to represent both the infinite possibility of knowledge, as well as all the Library offers beyond books, like educational programming, access to the web, and simply being a community space.”

Graney’s last point gains additional emphasis from a slogan that accompanies the new brandmark: Books are just the beginning!

Asked about the timing of the new brand, relative to the library’s recent three-month-long closure due to the coronavirus outbreak, Board of Trustees President Vivian Bosch said “the pause in regular library hours, physical lending of books, and programming actually affords the organization the opportunity to shine a spotlight on some of its lesser known offerings and ability to serve even in such unprecedented times.”

Examples include:

  • YouTube-based storytimes and programming such as Ready Set Read, Babytime, and Preschool Storytime with Miss Tammy.
  • Overdrive / Libby – anyone with a library card can borrow ebooks and audiobooks, even when the library is closed!
  • Limited library access and Grab & Go service for holds pickup have been implemented thanks to the nimbleness of CFL staff.
  • Self-led, nontraditional programming, e.g., the new Storywalk temporarily installed at the library and the sidewalk “obstacle course” created by local artist and educator Molly Andrejko; “Take & Makes” offered at Grab & Go (instead of onsite/in-person crafting programs).

With the new brand in place, Graney indicated patrons and supporters of the library can expect to see other changes in the library’s marketing and communications program over time, ranging from a new website, onsite signage, and letterhead system -- to public outreach through methods like public presentations and social media.