Dakota County Library | 5IVE | Rebrand | Minneapolis, MN

Dakota County Library

Founded in 1969, Dakota County Library system is a regional public library system on a mission to cultivate community, creativity and learning.

The Challenge

Develop, design and launch a new visual identity that reflects the future of Dakota County Library as they continue to grow, expand their services, and meet the needs of a diverse community.

The Solution

In the last few decades, with the introduction of digital technology and the rapid demographic changes in communities across the United States, the traditional role of the libraries as places for books and reading has transformed into hubs for information, learning, creativity and collaboration. Libraries today have become vital institutions providing a variety of free services, programs and platforms for individual growth and community engagement.

Our goal was to develop a new brand that will promote a fundamental shift in perception and inspire a new wave of engagement. Through research and focus groups, we uncovered key insights that informed the design process and led the brand strategy. The new identity moves the Dakota County Library forward with modern sensibility and a dynamic visual narrative that reflects the current state of the brand as a leader, innovator and community builder.

Dakota County Library | 5IVE | Logo Design | Minneapolis, MN

Dakota County Library | 5IVE | Rebrand | Minneapolis, MN
Dakota County Library | 5IVE | Rebrand | Minneapolis, MN
Our Approach

We took the growing demand for new services as an opportunity to develop a brand that is active, flexible and reflective of the needs of the community. Our approach was to disrupt the traditional perceptions about the function, meaning and status of the library and replace it with a look that provides an open invitation to a world to possibilities. The identity system was complemented by a set of patterns to provide a sense of movement and never ending action. The color palette is bold, bright and confident serving as a functional tool for direction and identification.

The new branding was completed with a new slogan “Explore the Possibilities” which shines a light on the positioning and function of the Library today as a portal to opportunities, knowledge and exploration.

Dakota County Library | 5IVE | Rebrand | Minneapolis, MN
Dakota County Library | 5IVE | Rebrand | Minneapolis, MN
Dakota County Library | 5IVE | Rebrand | Minneapolis, MN
Dakota County Library | 5IVE | Rebrand | Minneapolis, MN
Dakota County Library | 5IVE | Rebrand | Minneapolis, MN
Dakota County Library | 5IVE | Rebrand | Minneapolis, MN

As part of the Dakota County services, the Library logo was designed to pair well with the county’s branding. Simple, timeless typography was used as an equalizer to balance the diverse set of applications and co-branding needs.