Richland Library launches new look, new name, new brand

Today, Richland Library proudly rolled out its new name, identity, theme and look, all showcasing the creative and strategic strengths of ADCO.

“Welcome! My name is Melanie Huggins, and I am the executive director of the Richland Library,” said, well, Melanie Huggins. She had to pause for cheers to die down before she could add,  “And that’s the first time I have said that publicly.”

A moment later, she had to ask the crowd of excited staff, board members and community well-wishers to part to allow everyday library patrons to literally act out the former Richland County Public Library’s new tagline: “Access Freely.”

Richland Library is vibrant and contemporary, and decided that its brand needed to reflect those qualities. That’s why ADCO’s services were engaged.

The new Richland Library logo demonstrates the evolution of the library, leaving itself to interpretation by the viewer. It respects tradition, while looking forward to and embracing its future. Looking at the logo, you may see a book, an e-reader or a laptop. The logo is both traditional and digital, bold yet simple, new and recognizable. The color blue, perhaps one of the most well-liked colors, is refreshing, imaginative, approachable, established and stable.

The new name simply reflects the fact that most in the community call it “the library,” and was tested with both current and potential patrons.

Rebranding isn’t just about changing the logo. It’s about the experience for the citizens who use the library – a high-quality, personalized experience that exceeds expectations. The new look reflects that.

The Library also has a new website — — which is reorganized with the user in mind, making it easier to navigate and find information. The site is built responsively and adapts to the device it is being viewed on, whether mobile, tablet or desktop. Customers also have more opportunity to interact with the library’s team of experts, rating and reviewing content. Next year, expect more online and digital resources, the ability to pay fines online, an easier-to-use online catalog and fewer customer logins for specific resources.

In the meantime, enjoy the new look, the new name, the new identity, the new attitude at Richland Library.