Sonia Bebbington, Chief Librarian and CEO noted the collective excitement about this evening’s reveal of the proposed new OPL visual identity, particularly following many months of dedicated work that included significant research and strategy development. Anna Basile, Deputy CEO and Division Manager, Corporate Services introduced Ben Hagon, President, Intent and provided a presentation regarding the Visual Identity (Held on file with the Chief Librarian and CEO). Key highlights of the presentation included:
- Overview of Conceptual Inspirations;
- Process and Visual Identity (Colour and Black icon and wordmark, Tagline, Font details, and Applications; and,
- Next steps (Brand Equity, and Brand Implementation, including providing implementation updates to the Governance Standing Committee).
Chair Luloff congratulated staff and the design team for their outstanding work, noting that the visual identity is a striking brand that can stand alongside other notable brands in the National Capital Region.
Trustee King described the visual identity as cutting edge, and he highlighted how it complements the Ādisōke wordmark. He expressed his appreciation to staff and Intent.
Trustee Kitts congratulated staff and Intent on the hard work, commenting that she appreciated the intentionality behind the visual identity and appreciated the thought put into all components. She inquired into the rationale behind the departure from the City of Ottawa’s established colour scheme, and Ms. Basile noted the design firm did provide staff with an option with a similar colour scheme to the City but it was not received as positively by those consulted as part of the discussions: the warmer colours (rather than the cooler colours of the City’s logo) resonated with staff and members of the Governance Standing Committee. In addition to this, noting public feedback that the existing OPL logo is can be conflated with the City of Ottawa logo, it was decided to proceed with a different colour scheme. The new visual identity will allow OPL to maintain a connection with the City in terms of the ‘O’ motif and allows OPL to develop its own identity as a public library, a separate institution, and an independent agency of the City.
Trustee Smith commented that the proposed logo is beautiful and inquired regarding how the new visual identity will be integrated at branches. Ms. Basile noted that many OPL branches currently do not have signage on the exterior of their buildings; most have standalone signage on the roadway or on the easement; in some cases, these signs have been in place for up to 20 years. If the visual identity is approved by the Board, staff will be procuring a complete signage package including redesigns and updates for these exterior signs (for which funding was secured as part of the 2025 budget).
Trustee Smith requested clarification that it was in fact the logo presented this evening that will appear on redesigned exterior signage, and Ms. Basile confirmed that is correct. She added that some branches do not have and will not have standalone signs, as described earlier, due to the specifics of their location (for example, branches that are co-located within a mall or a plaza, or those with special features such as back-lit signage).
Chair Luloff inquired regarding plans for branches that have their name displayed on the exterior wall, for example, Cumberland branch, and Trustee Crawford inquired regarding the pre-amalgamation OPL logo on the exterior wall of the St-Laurent branch. Ms. Basile confirmed that these specifics, and any recommended changes will be considered as part of the implementation plan. The priority would be to replace the very visual standalone exterior signs.
Vice-Chair Fisher expressed her support for the visual identity, commenting specifically that she felt the tag line was edgy, catchy, and quite spectacular, and that the French interpretation of the tag line was well done. Ms. Bebbington thanked Nadine Bernard, Program Manager, Communications, and her team for the thought that went into the interpretation. Vice-Chair Fisher inquired about the application and use of the tag line would be applied, and Ms. Basile noted that the brand strategy, once approved, will be integrated with the Communications plan, including for example programming and other campaigns and initiatives, such as those related to literacy or intellectual freedom.
Chair Luloff felt the tag line reflected OPL’s values, and further observed that, in his opinion, it was evocative of a personal interaction in which individuals can connect with their own curiosity or explore ideas without limits. He believed the identity conveyed a key concept that supports recent initiatives by staff and the Board, while also pointing toward OPL’s future direction. He also thanked Ms. Bernard and the Communications team for suggesting an excellent interpretation of the tag line in French.
In closing, Trustee Slack commented on the inspirational nature of the visual identity work, and congratulated staff and the design firm for their accomplishments on this project. He noted that the visual identity lends itself to many interesting, relevant, and unique interpretations, and will stand out among other cultural institutions in the National Capital. He moved the following endorsement to be added to the current proposed motion:
Moved by Trustee Harvey A. Slack:
That the Ottawa Public Library Board endorse the communication instruments as part of the Brand Strategy visual identity.
CARRIED
There being no further discussion, the report was CARRIED, as amended.
MOTION OPL 20250610/4
That the Ottawa Public Library Board:
- Approve the new visual identity (icon and wordmark), as presented; and,
- Direct staff to plan for an official public launch and coordinated roll-out in 2026.
- Endorse the communication instruments as part of the Brand Strategy visual identity.
Results: Carried, as amended