New imagery for a new decade: Library unveils overhauled logo touting Kenosha’s diversity
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New imagery for a new decade: Library unveils overhauled logo touting Kenosha’s diversity


After extensive planning, Kenosha Public Library officials have unveiled a new logo they say emphasizes a celebration of the city’s character and a forward-thinking mindset.

The insignia, released Monday, is a complete overhaul of KPL’s existing logo that has been in use for close to a decade, spokeswoman Brandi Cummings said.

The old black-and-blue logo depicts three books, facing upright, with the letter “K.”

The imagery, while undoubtedly representing a library, does not depict Kenosha’s characteristics, Cummings said, nor does it emulate where the public amenity is headed into a new decade.

“It just didn’t quite represent who we are anymore,” Cummings said. “We wanted something that represented us having energy, being dynamic and being responsive.”

The new logo, which Kenosha-based marketing agency Dooley & Associates created, features bright imagery.

Jennifer Dooley-Hogan, founder and principal of Dooley & Associates, said the project was one she and others within the firm happily undertook this year.

“As a strong supporter of literacy and the Kenosha community, Dooley & Associates was honored to be selected to redesign Kenosha Public Library’s logo,” Dooley-Hogan said in an emailed statement. “The vibrant new logo was created to capture the attention of young and old for this cultural institution that serves as a beacon for curiosity and exploration in Kenosha.”

The heart and soul of the library — books — is still a prominent feature, but it is intermingled, Cummings said, with a depiction of diverse colors and water. The latter, of course, is a nod to Kenosha’s proximity to Lake Michigan.

The old logo, Cummings said, was created at a time when libraries across the U.S. were broadening their collections, bringing CDs and DVDs into the mix, alongside books.

“But in the last decade, libraries have been really transformed,” Cummings said. “They’re not just a community space — they’re a community hub. Our new logo really is a pretty big jump.”

There had been talk, internally, of revamping the logo in recent years, Cummings said. KPL received a grant last year for the effort, and the exploratory process with Dooley & Associates gained momentum this year.

The new logo also is an extension of a concept Cummings said KPL has been trumpeting in recent years — one that emphasizes a welcoming, inclusive environment for people of all walks of life.

“We’ve had the campaign, ‘You are welcome here,’” Cummings said. “The color is an expansion of that. We want to be seen as a place that is open and welcome. This is our community’s library.”

Cummings said library officials wanted to roll out the new logo now before the start of a new year and new decade.

While the logo is aimed at showcasing KPL’s evolution, Cummings said it also is designed to show the organization’s commitment to remaining relevant and avoiding stagnation.

“Our goal is to continue to change,” Cummings said. “Kenosha is primed for a lot of change in the coming years. Everything is evolving.”


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