Opinion BY Armin

An Iconic Lion for an Iconic Institution

Few places in New York have the undivided reverence of its inhabitants as the Stephen A. Schwarzman Building on 5th Avenue and 42nd Street: The New York Public Library (NYPL). From its grand foyer, to its inspiring reading room, to its secluded microfilm archives, to any of its special collection rooms, nearly everyone who has visited has a favorite space they can quickly bend your ear about. But the NYPL is more than just one building flanked by two massive lions — named Fortitude and Patience — it is a network of 86 physical libraries in the Bronx, Manhattan, and Staten Island as well as an online network housed at the Digital Library that is constantly growing with web friendly content. From signage, to print materials, to web applications the NYPL has had a proper identity implementation over the years, but its previous logo, with its intricate drawing, had its own set of implementation problems and last week the Library introduced a new logo for the first time in at least twenty-five years.

Eco-friendly tote bags.

Designed in-house under the guidance of the NYPL’s Art Director, Marc Blaustein, the design of the new identity is the result of a process over the period of a year that explored, as Blaustein shared, “dozens of concepts, hundreds of drawings” and surely handfuls of meetings. Two elements that were a given from the beginning were the lion and the newly adopted house font, FF Kievit. Doing the logo in-house means that the identity came at no cost for the library or the city’s complainers tax-payers. Blaustein and his team’s two main challenges were:

1) Updating the design to meet the practical requirements of a contemporary logo, that would not degrade at small sizes or on the web, and
2) to promote effective messaging in line with today’s Library and NYPL’s new mission statement.

Stills from promotional video shown through smart phones during the launch event of the logo.

The old logo was fine, it portrayed a traditional institution in an elegant, proud manner, but as you can see from the opening image at the top, the icon and typography reduced poorly. [Click here for a bigger view of the old logo]. On the new logo, the most easily discussed feature is the new lion icon: Is it too fat? is it too mane-y? Is it sad? Does he have a receding hairline? Does he look like Simba or this old MGM logo? Yes/No, it can go either way. I personally think this is a very successful rendition that keeps the look of pride the old lion had and creates a new icon that will look striking whether it’s on a coffee mug or a web banner. The typography is a major improvement over the old one, especially as it helps shed any traces of antiquity and gives the NYPL an immediate contemporary look. Pining for the old logo has been the most common response to this evolution but it would be the same as pining for the Library to not have swept its floors, updated its collections or launched a web site in the last twenty-five years.

Below are a few sketches for your enjoyment.

Thanks to Erik Botsford for first tip.

DATE: Nov.16.2009CATEGORY: Culture 111 COMMENTS

Dale Campbell’s comment is:

Incredible. What a great way to start the week off.

Beautiful design.

On Nov.16.2009 at 07:13 AM

Nick Irwin’s comment is:

Glad to see they are stepping away from the Ritz Carlton look! I love the process work makes me happy that there are other designers out there still starting the creative process with the pencil and paper, the end result shows, great work!

On Nov.16.2009 at 07:17 AM

Marcin’s comment is:

Nice work.

I really like those sketches.

Lion symbol remindes me this one: http://joefino.com/4_log/L57_Harris.jpg
But just a little bit ;)

On Nov.16.2009 at 07:28 AM

Steve Wiskowski’s comment is:

Cool in a retro sort of way. It reminds me of the following MGM Records logo from the 1970s.

http://cdn3.ioffer.com/img/item/910/151/46/o_t5qZZCf5QoHEOsA.jpg

On Nov.16.2009 at 07:35 AM

Kyle’s comment is:

I love the new Lion, but the type? I don't know. For me, Library SCREAMS serif. It just seems right.

On Nov.16.2009 at 07:43 AM

Dennis’s comment is:

It's very fitting. I love libraries and often go to a library to read even though libraries are getting to be louder places. Still, they are quieter than most public places.

This represents that quality. That feeling of being fresher but while still feeling quieter.

Ya know, except for the bold shout of "LIBRARY" at the end. The thickness of the bold is close enough but still off from the line weight of the logo that it kinda bugs me.

On Nov.16.2009 at 07:58 AM

David McGillivray’s comment is:

I think it's a great example of an elegant and successful logo re design. It keeps the original elements, but simply updates and refines them.

The positioning of the type creates a nice, almost awkward relationship between the two elements that actually works really well.

I think the sans serif is fine, and actually quite necessary in updating the library image, although I would say that particular typeface isn't as successful in a heavier weight. It feels a little clumsy when sitting next to the lines of the lighter type. Although I can appreciate a contrast was needed, I would have maybe chosen a slightly lighter weight.

On the whole I feel a nice update, I'd be very interested to see how this would be applied to the environmental design of the library.

On Nov.16.2009 at 07:59 AM

Dennis Van Staalduinen’s comment is:

It's a nice rendition - maybe a bit too "Rasta" for my taste, but competently executed. And I love the extra sketches you've included showing the evolution.

But the big question is this: can you ever REALLY differentiate yourself with a stylized lion head as your icon? The comparisons are obvious to MGM, Harris Bank,Lion King, Lions Clubs international, and a zillion sports teams world wide. Just type "lion logo" into Google, and check out some of the 4 million leonine monsters therein.

What they've lost from the original is the sense that their symbol isn't just an abstract lion: it's a magnificent institutionally-defining STATUE of a lion. And as you point out, it's actually the two statues flanking the entrance that are really the striking thing. One just seems lopsided to me. I'd love to see this identity explore the idea of depicting both lions. That would really stand out from the pack... er... the pride.

On Nov.16.2009 at 08:09 AM

John McCollum’s comment is:

Given the handcrafted nature of the illustration (as proven by the sketches), it's a shame the final version looks autotraced.

Other than that, I think the illustration is great. I agree, however, with Kyle's observation that a library begs for a serif typeface.

Out of the untold millions of books in NYPL's collection, how many of them use a sans-serif typeface? While I generally oppose such a literal criterion for typeface selection, it seems to make sense in this case, unless there's a conscious effort to redefine "library" for a new generation of technologies and consumers.

Even if that was the thinking, I think the library loses more than it gains by going with such a non-booklike type treatment.

Anyway.

On Nov.16.2009 at 08:14 AM

Chris’s comment is:

"unless there's a conscious effort to redefine "library" for a new generation of technologies and consumers."

When you show your promotional video through smart-phone screens at the launch event I would say that there is a very conscious effort to appeal to the digital audience.

On Nov.16.2009 at 08:28 AM

Nate B’s comment is:

Love the mark. Hate the type.

On Nov.16.2009 at 08:54 AM

Oscar Martell’s comment is:

This is amazing logo, i´m very impressed. Thanks for sharing this

On Nov.16.2009 at 09:16 AM

Kevin’s comment is:

wow, beautifully done.

On Nov.16.2009 at 09:21 AM

Cat Breeding’s comment is:

This is what popped into my head. Ditto on the type. If there was ever a logo that requires serifs, this is it.

On Nov.16.2009 at 09:37 AM

Levinson Axelrod’s comment is:

I like it. I think the new logo works well and keeps the feel of the library while bringing it up to date. While I certainly liked the old logo, I don't see it working on the totes as well as the new one.

On Nov.16.2009 at 09:41 AM

Andrew’s comment is:

I don't know about the rest of you, but I used to travel to the post office or Western Union to send telegrams but nowadays I just jog over to the public library whenever I want to send a txt. (?)

On Nov.16.2009 at 09:48 AM

felix sockwell’s comment is:

this is the way logos should be done... and critiqued.

On Nov.16.2009 at 09:54 AM

Blonde’s comment is:

The type isn't bad, it just isn't great. Which the rest of the logo is IMO. I love the composition and arrangement too.

I love the sketches - it reminds me how logos should be conceived, which in the modern working world, is all too easily forgotten...

On Nov.16.2009 at 10:29 AM

Ben Peck | Freelance Designer’s comment is:

I really liked seeing the thought process that they went through to reach the conclusion. I wonder if they took the same amount of time with the type treatment?

On Nov.16.2009 at 10:53 AM

Pennsylvania wrongful death lawyer’s comment is:

Great logo, think that it keeps everything going forward while anchoring itself to the past. Great logo, but the best part for me is the process sketches.

On Nov.16.2009 at 10:53 AM

Ben Thoma’s comment is:

Great to see the development through the sketches. Thanks to Armin and Marc Blaustein for those.

On Nov.16.2009 at 10:55 AM

Emily Brackett’s comment is:

I love the lion icon, I think it's a successful redesign. I think it updates the icon but keeps the brand.

But the type doesn't seem to have received as much consideration. I feel like "York" is flying off to the upper right. I think it is an optical illusion that makes Public and Library feel tighter together (because of the ascenders/descenders and maybe the bold type) compared to the openness between York and Public (because of lack of ascenders/descenders and the space underneath the Y).

I love that the type & image are able to change shape relationships, but it also means that the type needs to stand on it's own.

On Nov.16.2009 at 11:00 AM

Michael’s comment is:

Where can I get these tote bags? They're not in the shop...

On Nov.16.2009 at 11:06 AM

Matt Barnes’s comment is:

I'm impressed that this was done by their in-house team -- not that in-house designers are inferior to agencies or anything like that. I just know it can be difficult to imagine all the possibilities when you work so closely with a brand. I used to work in-house for a public library in need of re-branding, but I don't think I would've been the right person for the job. Hats off to the NYPL team.

On Nov.16.2009 at 11:09 AM

Robert Fauver’s comment is:

I love the process and the outcome of it.

On Nov.16.2009 at 11:11 AM

Robb Irrgang’s comment is:

I love everything but the final. I'll second the sentiment of it feeling auto traced.

On Nov.16.2009 at 11:24 AM

Joe E.’s comment is:

While I like the thinking and exploration that took place, the final rendering of the lion just doesn't cut it for me. The line weights of the mane seem awkwardly thick, while the lines around the snout and mouth have been skinnied back, plus you have the constant circle. I think the solution is in there somewhere. The type does not bother me, but neither does it excite me. All in all, I would look to the NYPL as having something more exciting in keeping with this outstanding institution.

On Nov.16.2009 at 11:41 AM

Ricky Salsberry’s comment is:

Excellent look at the process.

On Nov.16.2009 at 11:50 AM

Joey V’s comment is:

Was the old lion wearing a crown? It's hard to tell, even at the larger size. I like the new one a lot more.

On Nov.16.2009 at 11:59 AM

Dale Campbell’s comment is:

Have you guys ever even tried the trashy auto trace in Illusrator?

There is NO WAY that the icon looks or could be auto traced. It's curves and intersections are smooth and precise, each one being well thought out.

The one thing about the icon - after having looked at it for a second time - is that the mouth area seems to have a slightly different perspective than that of the eye area. This may be what is throwing some people. It seems like his mouth is facing the viewer more than his eyes - If that makes any sense.

On Nov.16.2009 at 12:09 PM

Doug Bartow’s comment is:

Serifs are not required here, but a better face (serif or sans) is... custom letterforms would be best.

On Nov.16.2009 at 12:25 PM

Tobias Wright’s comment is:

I'm not sure I like it for the library. Although they are not similar, it made me think that it is an update to The Lion King mark.

Too me it's a little to organic, and does not overly telegraph Patience and Fortitude, the name of the lions, very much.

Having said that, I do like the mark, I like the evolution of the mark and I like some of the thinking. But I wonder if they missed an opportunity to capitalize on the institution. In many of our childhoods and for some of us, even now, the Library is a hallowed place to be revered and respected.

In that aspect, this logo does not do it for me.

On Nov.16.2009 at 12:26 PM

Robert’s comment is:

Who says libraries need serifs? I think the type is fine, and it looks really great next to the lion. I'm intrigued to see what other applications they will come up with. I think the time is now better than ever to re-think the identity of the library.

On Nov.16.2009 at 12:30 PM

Bobby’s comment is:

Great update. The lion is perfectly rendered, and I really like the change from the old and stodgy serif font to the sans serif.

On Nov.16.2009 at 12:36 PM

Monroe’s comment is:

The ideas is good - I would prefer a serif in the name since it just fits the library world perferct. The lion itself is very very poorly drawn. It looks like the just traced the drawings and that´s it. It´s a shame, a real shame - the handdrawings looks so great. It should have been much more tight. But that´s my opinion.

On Nov.16.2009 at 12:45 PM

Philip’s comment is:

First thing that came to mind when I saw this logo was the casino chips at MGM Grand in Las Vegas.

On Nov.16.2009 at 12:46 PM

Viviane’s comment is:

The chips at MGM actually look more like a crazed chimp. Lion looks very regal and proud. Love the new interpretation.

On Nov.16.2009 at 12:57 PM

Carlo’s comment is:

Anything that helps reinforce the New York Public Library as a cultural icon is a noble and worthy endeavor. I only wish they had represented the lower vantage point that most people have when looking at the lions. for instance making the eyes appear less rounded. There's a power to the lion (or knowledge) as an icon that is above your line of sight - something that calls you upward – rather than being eye-to-eye on the same level.

On Nov.16.2009 at 01:02 PM

Anshoer’s comment is:

I am not a graphic designer (I'm an architect), and yes, I like new things much more than old. But I'm thinking, This Sucks (sorry Armin to use your least favorite commentary phrase).

The new design is a total blah, regardless of the great sketches. It loses the aura and resonance of the old (the grand presence of that horizontal line of serifs was something), and instead offers clumsy mark/type composition with the terrible bonus of bold-ing of "Library".

I don't think I'd be complaining if I thought what was new offered something to rival the old. I'm also asking, and I know this is graphic-design-profession heresy:
Was a drastic update necessary for this brand?

On Nov.16.2009 at 01:10 PM

Trevor Woods’s comment is:

Decent mark, great process sketches, and a great post Armin!

However.

The mark, like was posted by "Cat Breeding", feels like so many other lions. I mean, a lion mark.. I could pull up plenty online if I needed to. I think everyone would agree with that.

People like em because they mean strength, nobility, protection, etc. But if it's a defining mark based on something that defines the actual physical place the mark is representing, then the mark should somehow be specific in nature to what you are trying to represent. This lion is not.

Beyond that, the type is trendy, it doesn't feel congruent with the logo. I mean, beyond the fact that both of them are plain, boring, trendy looking treatments.

Overall, It's ok. Based on the previous mark, which was elegant and didn't need to be changed, I would say fail.

On Nov.16.2009 at 01:13 PM

G*’s comment is:

Amazing process documentation and great logo. I love the bag application.

I wish we would get more sketches like this to see how designers arrive at their final product.

Nice work NYPL.

On Nov.16.2009 at 01:28 PM

Tony’s comment is:

Doing the logo in-house means that the identity came at no cost for the library or the city’s complainers tax-payers.

Really? I get your point, but may point is this: man hours are never free.

On Nov.16.2009 at 01:58 PM

Violet’s comment is:

I LOVE seeing the process behind the logo. That's my favorite part, seeing how they got to where they ended.

What's inspiring is I recently did a lion logo for a high school where I live. They haven't made a final choice from the logos we provided, but the lions used were all wise, majestic, and powerful appearing rather than quick, agile, and ferocious like the Detroit Lions.

Good to see another "wise and majestic" lion logo :) like ING

On Nov.16.2009 at 02:18 PM

Sue’s comment is:

Its great that we can see the transformation, the sketches and sort of walk through the designers thinking line and perspectives.
The way the lion was simplified into simple lines and areas of shaded black and white is Nice.
I have to disagree with some of the others that maybe the thickness of the "Library" at the end had to be thicker to sort of grab your attention to it, so it stands out more.
It would of certainly looked more harmonious with design though if it were a tad thinner.
I'm currently working on re-design a logo for a transportation company, still in the simplifying process, but Wish me LUCK!
Great Work
Thanks!

On Nov.16.2009 at 02:57 PM

Marc Rapp’s comment is:

Cannot understand why someone would bold the word, Library. It is irrelevant to the function of the mark itself. It's an afterthought.

Lion looks great though.

I look forward to seeing the mark in action.

On Nov.16.2009 at 03:05 PM

rynot’s comment is:

the fact that some of the commentators automatically jump to a library 'begging for a serif' is EXACTLY the reason to not use one.
bravo on the mark and type selection, it's a tall order to keep a library feeling contemporary and relevant in it's new role as a 21st century information hub. nice work nypl.

On Nov.16.2009 at 03:07 PM

RWordplay’s comment is:

To my mind, not necessary but I suspect that every generation wants to leave its mark, to make its point, to assert its dominance and to show their contempt for those who came before them.

It's only natural, even if the result looks generic and resembles nothing so much as some bloodless corporate entity; the first that comes to mind is the former P&G logo. (Thank you Cat Breeding's for the examples.)

Apropos of "The typography is a major improvement over the old one, especially as it helps shed any traces of antiquity and gives the NYPL an immediate contemporary look."

Oh, now I understand, "an immediate contemporary look," just like naming the building "Stephen A. Schwarzman" after that great humanitarian and builder of wealth.

But not to worry, there's a special place in hell for those who commissioned this work and, of course, for those like Marc Blaustein, who executed it.

On Nov.16.2009 at 03:22 PM

Joseph Maguire’s comment is:

Brilliant Identity, brilliant execution, and I do like it with sans serifs. It's mixing modern with retro and adds a totally new sense of imagination to that lion. He or She is thinking, and that stirs up imagination.. Wonderful.

On Nov.16.2009 at 03:27 PM

grfk dzgn’s comment is:

B+

On Nov.16.2009 at 03:39 PM

Steffen’s comment is:

love it!

On Nov.16.2009 at 03:43 PM

Warren’s comment is:

Wow. This is just very well done. Makes me wish I lived in NYC.

On Nov.16.2009 at 03:50 PM

RWordplay’s comment is:

I can not understand the favorable responses—this is the work of amateurs. (No serif doesn't necessarily mean traditional, or san-serif contemporary; they're merely tools. The people who don't understand this don't know a cliche when they see/hear one either.)

So many parts of the logo, from the mark to the type are derivative. And, for all the explication—see arnell's rationale on tropicana—the work is as shallow and it is bloodless. It does not represent my Library—and I've been a proud, card-carrying friend for many years.

It is obviously the work of an inbred group of designers, none of who have a notion of what a prize they were handed. Individually and collectively the people responsible have no idea how people read, assimilate the information and retain or act on it.

This is another sad example of New York City becoming new york city (lower-case intentional).

On Nov.16.2009 at 04:08 PM

Anonymous’s comment is:

Reminded me straight away of the singapore lion.

Nice mark though not a fan of the staggered lock-up.

http://colorcubic.com/blog/wp-content/uploads/2008/12/lionhead_highres.png

On Nov.16.2009 at 04:10 PM

Paul’s comment is:

Loves it!

On Nov.16.2009 at 04:18 PM

Steven Hoober’s comment is:

Agree with Tony's comment, nothing is free. I am sure there is a cost attached to this, and they've simply hidden it.

Still, nice they let the (apparently rather decent) in-house guys tackle this job.

Sketches are nice. Wish we could see more of that.

On Nov.16.2009 at 04:19 PM

iggy’s comment is:

Lions have ears. Why doesn't that one?

On Nov.16.2009 at 04:31 PM

Jarrod’s comment is:

I actually like the direction denoted by windows/transparency/illumination and what that says about a libary much more than the wave/vortex feel of the chosen direction (their words).

I wonder how much weight was given to those connotations as opposed to the actual look of the illustration style in the selection.

Still impressive, though.

On Nov.16.2009 at 04:43 PM

Jarrod’s comment is:

@iggy

I would say it's hidden by the voluptuous mane, which looks like it may have gotten a nice blow-dry.

On Nov.16.2009 at 04:45 PM

Cory’s comment is:

While I think it's an effective treatment, I actually feel the sketch of the full lion with that mosaic treatment was/is stronger.

On Nov.16.2009 at 05:39 PM

Anshoer’s comment is:

I echo RWordplay's disbelief at the positive consensus here.

On Nov.16.2009 at 05:47 PM

Stephanie’s comment is:

Brilliant! I LOVE that this was done by an in-house team also.

On Nov.16.2009 at 06:28 PM

Linette’s comment is:

Something about the texture or line work of the sketched logo pleases me more than the vectorized final. Also, I understand the goal of their rebranding, but I question the usage of the "at" sign in the promotional video. It just seems a tad cliche. It's not a bad update, I just think the execution could have been slightly more polished.

On Nov.16.2009 at 07:20 PM

Jaky Astik’s comment is:

Superb. the interesting thing is about the tracing and then creating this pattern. What I loved is that instead of the full lion, you guys have mesmerized the idea of face lift.

On Nov.16.2009 at 07:32 PM

ck’s comment is:

Beautiful new mark, especially lovely to see the sketches and "behind the scenes" drawings, always very interesting to see. I don't think the existing logo was all that bad that it needed replacement though, but at least they didn't mess it up.

Typography-wise it's a little dull, could've used a font with a little more character, and I really don't get the logo + type alignment in the main logo, it seems completely off-balance to my eyes.

On Nov.16.2009 at 07:59 PM

Fabian’s comment is:

What I enjoyed the most was the brainstorming, development and the problem solving process. The final solution is simply stunning!

On Nov.16.2009 at 08:03 PM

Zoran Konjarski’s comment is:

I can see why some suit thought they needed to re-brand but the old identity was and is still amazing.

On Nov.16.2009 at 08:46 PM

Ben Weeks’s comment is:

I like

On Nov.16.2009 at 11:55 PM

Daniel Walkington’s comment is:

If you like the new [or old :) ] NYPL logo, then you'll probably be orgasmic for this logo by Sebastian Gram:

http://cache.krop.com/legarconbleu-4a09cd4a776e8.jpg

http://www.legarconbleu.com/
(plenty of process and execution images here)

It's crisp, clean and authoritative in a way the new NYPL is not.

My only bugbear with it is the detail's are lost in the anti-aliasing :(

On Nov.17.2009 at 12:19 AM

Dale’s comment is:

Have to add my two-cents re: the type. Immediately hated it, while loving the lion mark. Letter-spacing is too airy and bad decision to break the phrase on three lines.

On Nov.17.2009 at 12:50 AM

Skythe’s comment is:

Logo nice, typo great, typo placement weird.

I prefer something like this:

On Nov.17.2009 at 02:47 AM

Mads Jakob Poulsen’s comment is:

I love the way they centered the word Library with the circle to emphasize this word. Makes it look modern with the circular symbol instead of too classic/old fashioned.

Might be a bit hard to plce on eg stationary, though..

Very nice work on the lion also.

On Nov.17.2009 at 04:44 AM

PG’s comment is:

I don't like the new lion. It's not the most well drawn and it's a bit too abstract, which makes it feel similar to the MGM lion. The old lion had more of a regal feel and a seal/crest like quality to it, which is exactly the kind of feeling I want when I see an icon of a lion. They could have just tweaked and updated the old lion. Although, they did a nice job of incorporating the new mark onto other parts of their brand, and sometimes I think that can soften the blow of a logo that really isn't all that great.

As for the type, I think the sans-serif fits the more modern update, but I hate how "Library" is bold.

On Nov.17.2009 at 04:58 AM

Mohamad Kebbewar’s comment is:

Amazing design, I love the source of inspiration. Great logo, so iconic.

On Nov.17.2009 at 05:07 AM

David Sanchez’s comment is:

Is an exclusive local brand for New Yorkers. Cute cat.

On Nov.17.2009 at 07:12 AM

Dan’s comment is:

Lion King meets Thundercats. Yuck.

On Nov.17.2009 at 08:57 AM

Ralston K.C. Vaz Jr.’s comment is:

Simple, clean, and sort of boldly sophisticated. I think the type placement is interesting...unusual at first, but I admire how "Library" locks up with the new lion symbol.

Honestly I think there was some restraint expressed in the development of this concept. I can imagine there were a lot of directions that would have felt more natural creatively, but were not taken.

Boldly sophisticated indeed.

On Nov.17.2009 at 10:01 AM

M.L.’s comment is:

The logo to me is unfinished, to me it just looks like a rough computer sketch. It needs more treatment, and I prefer serif for a library.

The new logo does have a modern look, but the history is lost.

On Nov.17.2009 at 10:22 AM

Fredrik Jönsson’s comment is:

In the new logotype, I miss the gravity of the lion-on-black and the definite article 'The'.
The top-heavy ype treatment on three lines is not well resolved, and the position of the logo doesn't succeed in achieving balance.

On Nov.17.2009 at 10:36 AM

Adam Bestwick’s comment is:

I second Robb Irrgang’s comment.

Love the journey and the exploration of the lion.
Just feel the final execution has none on the sharp detail that feature on some of the lovely studies (sketches 2).
It feels to me like a many-generation photocopy that has softened from being enlarged.

On the typo, I want to reign back the 'York' word from running off ahead of itself.
Otherwise, great job.

On Nov.17.2009 at 11:20 AM

Matt’s comment is:

Is it just me or does the final design look unfinished, like the bezier curves need some finessing?

It all feels a little unsubstantial, and poorly crafted to me, not good.

On Nov.17.2009 at 11:41 AM

SonHouse’s comment is:

A great improvement over the previous logo - and a very nice mark in its own right. I think it achieves everything they were hoping to for. And i love the fact that it was done in-house. As someone who spent the first half of my career 'in-house', i know how common it is for this type of thing to be given to an agency - because well... if you spend a crapload of money - it's got to be better - right? Nicely done all-around.

On Nov.17.2009 at 11:42 AM

elisa’s comment is:

I grew up on the west coast so I'm not too familiar with the original logo, I've visited NYC quite a few times, but there's definitely no connection to the logo. That being said, I do like the new logo though I think the type looks off, but I love seeing the sketches and the logo from start to finish! Great work!

On Nov.17.2009 at 12:58 PM

Trevor Stevens’s comment is:

RWordplay
Anshoer

I also echo RWordplay & Anshoer's positive disbelief in these reviews. I respect his [RWordplay] honesty as a designer. He has a much better understanding of design. This clearly is the work of amateurs.

The comments seem to feel almost all made up by some PR stunt team of generic commenters."Love it", "Brilliant", "I LOVE"

Sad to say, I don't think so.

On Nov.17.2009 at 02:03 PM

Trevor Stevens’s comment is:

“dozens of concepts, hundreds of drawings”

Really?

Just a handful by the look of it.

This logo does not scale well when used in small size.
See how the square version (Harris Bank) logo gets unreadable: http://www.harrisbankhelps.com

On Nov.17.2009 at 02:12 PM

Dennis Hill’s comment is:

You don't know what you are talking about, "no cost for the library or the city’s complainers tax-payers".

First, tax -payers that fund the library are now equated to complainers?

And, "no cost"? How about all the costs to implement it on signs, banners, stationary, cards and on and on, instead of spending that money on books and services.

They were just asking for money from individuals like me (I'm a yearly donor) crying about budgets and just cut a deal for needed funds with the city, and they just had layoffs too. Now they want to spend all that money changing all of this nonsense in this economy?

And we're spending our money for this sad logo - it's a childish logo. Ridiculous.

On Nov.17.2009 at 02:16 PM

Dennis Hill’s comment is:

Incredible is right. Unbelievable I'ld say. Student work at best, and it's not.

On a red background the type disappears. (like Harris bank: http://www.harrisbankhelps.com ]

On Nov.17.2009 at 02:21 PM

Brian Spence’s comment is:

I like the icon, but the type seems out of place. A more updated serif, please. I'm also at a loss for why only the word Library is aligned with the center of the icon. I know why they made the word Library in bold, but it looks too strong next to the words New York. Maybe the words New York should be thicker as well, since they seem to float away from the other two elements, which both have thicker strokes. That alignment just bewilders me, I don't know why they did it. I'm still in design school, so please, someone, enlighten me.

On Nov.17.2009 at 03:27 PM

obse.’s comment is:

That type look almost like Scala Sans but with a different "a".
Funny thing it is also from FF.

On Nov.17.2009 at 09:21 PM

Vidar Flak’s comment is:

Wonderful sketches!

On Nov.18.2009 at 05:30 AM

denny’s comment is:

what effect will this have on the Heads of State's magnificent paper system for The New York Public Library's Learning At The Library?

https://www.theheadsofstate.com/#/portfolio.php?client_id=127&cat=DESIGN

On Nov.18.2009 at 09:55 AM

rolturn’s comment is:

The composition of the mark with the typography is great. It actually perpetuates the forward thinking of the Lion and continues the natural eye flow from the mark. It seems like a weird location to us because we are use to seeing every other logo that has a "balanced" shape. It's my understanding just because there are rules to design we should strive to understand them and break them when there is a good reason. This I think fits that philosophy of design and creates a memorable shape for the logo because it is unusual.

The typestyle selection could have gone a different way, but I think it is fine. I might have gone with a slab serif if it was me. The kerning between the r and k feels a little off to me, but I love their process and the final outcome. I wish more designers took the time to pencil and think through the communication of their designs and stopped outputting design just because it is in trend.

On Nov.18.2009 at 10:32 AM

Marc Rapp’s comment is:

I think everyone should keep this mind: Was the solution designed to re-brand the library or updated/modify the existing logo?

It has been thoroughly updated, all though style is transparent and generally has not equity after its initial introduction. In most cases, it is relegated within the context of art, not design.

Probably a simple solution for a simple task. A client who wanted a new portrait, but was unwilling to change their attire for the shot.

On Nov.18.2009 at 03:06 PM

Glenn Sakamoto’s comment is:

Is that Fabio?

On Nov.18.2009 at 04:12 PM

Nathaniel’s comment is:

What typeface is that?

On Nov.18.2009 at 05:01 PM

AL’s comment is:

Beautiful sketches! Congratulations.

On Nov.19.2009 at 07:18 AM

Mike Schwoebel’s comment is:

The elegance, personality, sophistication and uniqueness is now lost.

On Nov.19.2009 at 03:21 PM

Mike ’s comment is:

The elegance, personality, sophistication and uniqueness is now lost.

On Nov.19.2009 at 03:21 PM

Fiona Flowers’s comment is:

Thank you for this article; I really love the details included about the sketching, nice to see the process. The new logo is definitely updated! The typeface is rather generic though, however, still suitable with the icon and for print; I agree about the text being reorganized, especially, for the text that is bold. I think that a bit of colour to the logo would add improvement, especially, for the bold text or even for the ubiquitous lion icon...a little red! Pun intended. Something like this:

On Nov.19.2009 at 08:28 PM

DOD’s comment is:

http://www.claridenleu.com

On Nov.20.2009 at 07:11 AM

r. chacko’s comment is:

I'm sorry, I fail to see any improvement over the previous logo. I can understand the move for a san serif face as reference to the future and technology. I appreciate the the thought and sketching process but I find the final result lacking.

As Mike Schwoebel’s commented above, "The elegance, personality, sophistication and uniqueness is now lost." In comparison to the older logo, I have to agree the end result doesn't fit the client.

On Nov.20.2009 at 07:13 PM

Niki Voyatzis’s comment is:

Cheers to great work done by an in-house team!

On Nov.20.2009 at 11:45 PM

Valt1’s comment is:

it's similary to that but only because it's a logo with a lion ;)

On Nov.21.2009 at 03:27 PM

Josh’s comment is:

I love the fact that people start calling out the typeface as boring, uninspired or generic. It's like a slap in the face to the type designer who obviously spent countless hours drawing, rendering, kerning only to have his work be shot at aimlessly by random passerby types.

Though I would have pictured something a bit more sharp while being cropped, the extension of the image to other materials makes up for it being a bit too rounded. In some ways it looks unfinished, but I'm still giving it a thumbs up. Though I'm thoroughly in love with serif faces these days (and love the old treatment), I like the shake-up.

Never been to the library, but do use the digital version on occasion. Good work fellas.

On Nov.23.2009 at 12:08 AM

Jose Torres’s comment is:

Love it!

On Nov.25.2009 at 08:10 AM

Mark’s comment is:

Absolutely terrific.

It's clear, simple, direct and to the point.

On Nov.25.2009 at 07:31 PM

Brandon S. Adkins’s comment is:

This is great. The identity was simplified while being kept sophisticated. Although simple, the new lion still has a very noble, serious tone/look.

On Nov.26.2009 at 12:48 AM

Joshua Drake’s comment is:

This is the rare case where a logo becomes more graphically simple and I don't approve.

The old lion had a staid grandeur; this new lion, with perfectly coiffed hair, looks like it just came out of makeup and is posing for its closeup. Ack. Will they rename the statues Vanity and Pride?

On Nov.29.2009 at 01:21 AM

Joshua Drake’s comment is:

My apologies for the double post. While typing myoriginal comment I was wracking my brain to think of the name of the celebrity the lion remnds me of. Then I saw it in a previous comment: Fabio.

This lion and Fabio were separated at birth.

On Nov.29.2009 at 01:26 AM

r4i’s comment is:

The logos are awesome, but the text should be a little bit lower. Its height-ed that than the lion photo.

On Dec.09.2009 at 04:06 AM

Stefan Sagmeister’s comment is:

This is what happens when you do a logo in-house. Its pathetic, no longer has the classical quality and the meaning that a library deserves. This should have good to a good design firm like Pentagram. They know what they are doing unlike this bunch of inexperienced fools!
I weep for the sorry state of this logo. Whoever like this logo, doesn't know design.
Call the library and ask them to go back to the old, or have a real pro design it!

On Dec.11.2009 at 11:47 AM

Nick Satkovich’s comment is:

Great overview of the logo design process! Love the new logo.

On Dec.28.2009 at 09:04 AM