![](https://freight.cargo.site/t/original/i/70301515360051886bf7afa83e773126d676895b3c85eec5b03279f846e92274/LPL_Cards_overview.jpg)
London Public Library
A Bruce Mau Design project
A Bruce Mau Design project
Libraries are a critical part of communities, providing the social infrastructure that benefits new mothers, newcomers, seniors, young children, teens and everyone in between. The London Public Library’s role is no different, certainly a place for books and reading, but more and more the go-to destination for diverse community programming.
Story Continues ︎︎︎
Story Continues ︎︎︎
BMD created a flexible identity that celebrates this notion with a playful and engaging dynamic logo. The two “L”s in the shortform (LPL) do double duty as a set of legs, carrying the “P”, drawn as a speech bubble to emphasize dialogue and community engagement. The ‘P’ can change form, creating a variety of anthropomorphic characters that can represent the many aspects of the LPL in a light and lively way.
![](https://freight.cargo.site/t/original/i/1afa702c80a134d72e2cada3ca951911544f487a06b88685c1331645fd68a8d3/LPL_flatassets_.png)
![](https://freight.cargo.site/t/original/i/a53553d5f5a26a13e8aa13fadd84716294bbafca9f1954e0ca5137b5a7fb27fc/LPL_Tote_5.jpg)
![](https://freight.cargo.site/t/original/i/651adafb798887d401b349861fb7a32dd824248765d57459476589e8b1796655/LPL_flatassets_3.png)
The system is simple and easy to use, and the Library can create more illustrations as they create new programming. These plug-and-play assets are perfect for an organization with a small marketing budget but a big ambition to welcome everyone.
![](https://freight.cargo.site/t/original/i/b0eb37c3752bb0478d7f692fdd86d425d26643bc6ee668f92f7e50da2ffee0ad/Poster_Motion_3.gif)
![](https://freight.cargo.site/t/original/i/e7384d135fdac9f859f8bc7d9932b56c5f35d7a19c17f1cf95ec31b74430f43b/Wall-Graphics_JM.jpg)
![](https://freight.cargo.site/t/original/i/cc61b3f6cccfe11ddd24cd8828a332806244918b0f1d9f278fea376909cadaaf/LPL_Van.jpg)
![](https://freight.cargo.site/t/original/i/290ef2b3e1b57abab286bfa5efd6c9b810adc374da4e9d849a9e27f19d4b53d2/Poster_Motion_1.gif)
![](https://freight.cargo.site/t/original/i/0cba926e750298ad7a3737b82bda06a42d54320ca471dce78e2921568d798b9e/LPL_Signage_1_LR.jpg)
![](https://freight.cargo.site/t/original/i/f54d3eb306eabf250935fa4b969e4138c02ceef033752eb540e89366f3ba5389/LPL_stickers.jpg)
“This new identity brought light and joy to our team. It’s like a beacon, lighting our new way.” – Ellen Hobin, Communications Manager
![](https://freight.cargo.site/t/original/i/bb5eecfd0ecebef51b407b17f30307965aea134cd39e5857942c8da66da04321/Poster_Motion_2.gif)
![](https://freight.cargo.site/t/original/i/de80bf0b852aabb34a82a68af308fc858fbf26c1e2b5315343c913e8279ed2e7/LPL_photo.jpg)
![](https://freight.cargo.site/t/original/i/380f347f95c918cf7c831bc8b19176320dca85597ccaee5c96f339a755063b25/LPL_windowdecal_thumb.jpg)
![](https://freight.cargo.site/t/original/i/53e6a3dae518edcbaea4e74ca999d56a4d9349a55bcabf07c9876ebd0a658c9f/LPL_Tote_6.jpg)
![](https://freight.cargo.site/t/original/i/1947095d2983f0bbc8ca3556e682414da53617da71dac1464720d4abc22c5d2f/Poster_Motion_4_Eye.gif)
![](https://freight.cargo.site/t/original/i/1862b123dfc15cabe45502b399a4e60033347dea415012aa6c39e30bb4d40e99/LPL_Notebooks.jpg)
Agency: Bruce Mau Design
CCO: Laura Stein
Creative Direction: Jelle Maréchal
Design: Amelie Lorente, Wuqi Liu
Strategy: Kar Yan Cheung, Daphne Chan
Account Management: Patricia Marcucci, Simon Fernandes