Newberry Library
Open more than books, explore more than history.
The Challenge
As Chicago’s pinnacle research library the Newberry, is endlessly teeming with activity, information, and history. Established in 1887, the Newberry has acquired a vast collection that researchers or the general public can peruse at their leisure. At Firebelly, we’ve known the Newberry to be an institution to find rare items you've never seen anywhere else: from hand-drawn specimens of Cooper Black to real 17th century maps and cartographic diagrams; here you can study from real documents of the greats. The Newberry is stuff of legend, their identity and website however, didn’t quite represent their depth.
Our Approach
Firebelly set out to construct a new brand identity, starting with a verbal strategy. Our goal was to uplift the Newberry’s communications to create a cohesive voice that can speak to their diverse set of audiences. Cohesion in particular was a challenge in the visual identity, as the existing logo was quite literally engraved in stone across sections of the building. A new system had to weave passion and life back into a beloved and known brand without removing the cornerstone of the institution.
After our branding initiative, we quickly pivoted to construct a new website experience from the ground up. This new web solution migrated all of the Newberry’s content in a more clearly organized content structure. In the end, our new system allowed for easier content entry, cleaner navigation, and a robust search all while showcasing the refreshed identity. We had quite the job on our hands.
Foundation + Strategizing
Beginning our verbal strategy work, we learned about the truth behind the Newberry: a Chicago destination, full of both old and new, a wealth of knowledge with regular events. Their reputation was much different however, seen as nothing but an archive or a library of old items. As they launched a grand reopening, we needed to convey the depth, events, partnerships and activities available to people within the Newberry’s walls.
Research
Our research started from our audience groups. From them, we learned that the Newberry was still known as a hidden gem full of hidden gems; people had trouble finding the key offerings, whether it be curated research guides or calendars upon calendars to seminars and classes. These issues were partially due to the website experience and partially due to the lack of consistent communications.
A clear brand story solidified the understanding of the Newberry across the board and informed the visual aspects of the uplifted identity system.
Identity
In order to retain visual cohesion with the prior brand, we found a simple method of expanding upon the system: starting with the logo. The iconic ‘n’ already embodied Newberry’s stable architectural significance and from there we designed a pattern for curiosity, and new symbols that created meaning in the rest of the identity.
Graphic Element
A graphic device built from the logo’s angularity can be used as iconography, a frame for layouts, or a wayfinding tool.
Typography
Angularity further inspired the typography where Flecha and Signifier were selected to match the same faceted and bookish architecture. We used Styrene as a stable sans complement to steady the flourish and expression of the two serifs.
Website
The Newberry website was another major foray for our redesign after our identity system was underway. Great efforts were taken to establish a navigational pattern that could grow with time and allow users to view all of the offerings the Newberry had available and thereby transform public perception.
Site Strategy
For an archival site, the Newberry catalogued a wide variety of information: from PDFs to research guides, events and more. The prior system, amounted to more than 200 pages all holding crucial information that needed to be regularly maintained, not to mention, these pages were notoriously difficult to find. Our goal for the site was to consolidate and refine.
Navigation
Even with a reduced page count, we still found an extensive amount of primary pages to include in the website. A multi-click site navigation allowed for users to understand the breadth of the Newberry first, before diving deeper into individual topics. Further, the new information structure accommodated future growth for the Newberry team.
“I am certain that another firm would not apply the brand with the creativity and insight that you have brought to this project!”
— Andrea Villasenor
Identity System
Comprehensive brand guidelines were created to distill the full system of the new identity into a singular resource. The guidelines capture multiple means of designing and writing in the style of the Newberry and are intended to be used as both an onboarding and design tool for future team members. The final guidelines aim to guide new processes within the organization and can extend as the Newberry expands and takes on more communication needs over time.
Activation
As we pushed the visual identity, we imagined how stationary pieces and the physical space could hold a sense of exploration and champion the Newberry’s offerings. The graphic element is used as both a viewport and tool tip to designate a hint or insight, frame understanding, or guide further knowledge.
The graphic element is used as both a viewport and tool tip to designate a hint or insight, frame understanding, or guide further knowledge.
Amongst branded materials, the identity carries a weight and stability to it that matches the architecture of the institution, while pursuing a flourish and creativity that embraces curious minds and guides research and exploration.
The Newberry Magazine
We created a newly refreshed template for The Newberry Magazine to further anchor a spirit of storytelling into the identity. The new Newberry Magazine invests insight into the Newberry’s collections, providing more organized glimpses into notes, features, and vignettes that are being continually uncovered in the library.
In the Library
Towards the end of our branding process, we looked to the physical building — longing for color to add spirit back into the “hidden gem” that is the Newberry. We imagined signage and wayfinding using the graphic element that could speak to patrons navigating the Library or considered banners and flags for the exterior of both the stacks building and neighboring streets.
As we wrapped the project, we found not only new spirit in the Newberry team, but more organized processes for both marketing communications and the website. Through our collaboration, we investigated the inner workings of the Newberry and all parties emerged with better understanding and spirit for learning.
“The more doors you open, the smaller you become. The more places you see and the more people you meet, the greater your curiosity grows.”
— Suzy Kassem