How 300+ public libraries embraced one brand as their identity

The visual identity didn't need a complete makeover. We left the De Bib logo untouched - it was recognisable, beloved and strongly anchored with all stakeholders. But what was missing was a brand strategy that could clearly communicate De Bib's complex story. That's where the real challenge lay. 

Because De Bib brings together many stories: it's a place where you find physical and digital books, audiobooks, where you safely go on digital adventures and use computers in peace, where you discover films, music and games, and borrow educational tools. 

This rich offering was presented under various (sub-)brands - both from De Bib itself and from their partners - which led to unclear brand architecture. 

And then there's the complex context in which the brand must position itself. The 300 local libraries each have their own character: some operate under their municipality's brand flag, others under De Bib's, whilst others profile themselves under their own name. 

And then you also have two very different target groups: library staff who must use the new brand, and visitors who need to discover what their library has to offer. 

As a first step, we laid a strong brand foundation. Together with Cultuurconnect and representatives from various libraries, we worked on three core questions that define every strong brand identity. 

• The why: "We make libraries digitally stronger, inspiring and relevant for everyone. Now and in the future." 

• The how: "We develop our offering together with and tailored to libraries and their users." 

• The what: "We develop and manage digital services for libraries - from basic infrastructure to services with digital added value." 

From this foundation, we distilled three positioning elements that distinguish De Bib: 

• Great value for little money: affordable access to a wealth of knowledge and culture 

• Rich and alternative offering: expertly curated by librarians, socially relevant, not commercially driven 

• Surprising and inspiring: it stimulates discovery 

This strategic research resulted in a manifesto and tagline (De Bib, discover what you weren't looking for, but wanted to find) that clarify the brand story for staff and encourage users to rediscover the library. 

Brand architecture that works 

We ensure clear hierarchy: De Bib is the main brand, all partner products get a clear 'by De Bib' stamp. Sub-brands like CinéBib and Bieblo Bib continue doing their own thing, but you can now immediately see they belong to De Bib - through clever logo adaptation. 

The container system: recognition with flexibility 

The established form of the existing De Bib logo is the beating heart of the new visual identity. It serves as a container for all communication. 

This choice was strategic, as Astrid Vanwolleghem, design director at iO, explains: "The general public recognises and has embraced the De Bib logo. By cleverly adapting it to all communication channels - from physical posters, presentations and social media posts - staff and library users will understand and embrace the new brand story more quickly." 

Accessibility first: for users and staff 

As a public service, libraries must be accessible to everyone. This means not only that visitors must be able to read and understand everything clearly and navigate the internet safely, but also that staff can easily use the new brand. That's why we gave extra attention to accessibility and low barriers throughout the process. 

We took into account the reality of libraries: tight budgets, staff with varying technical skills, and the need to create communication materials frequently and quickly. That's why we developed a brand system that allows everyone to achieve professional results with minimal effort. We housed this in the brand portal Lingo, which is freely accessible to everyone. 

Staff find there: 

• templates for every format: from social media posts to A-format posters 

• free fonts: Parkinsans and Barlow via Google Fonts 

• clear guidelines: even non-designers can apply the brand correctly 

• clear step-by-step plan: makes implementation simple 

The result? Library staff can focus on what they do best - helping people - whilst their communication always looks professional. 

• Supported implementation: Thanks to our co-creative approach, the new brand position and brand guide can be smoothly adopted by library staff who carry the De Bib brand. 

• Consistency with local character: There's one consistent and powerful brand that still gives all libraries the opportunity to maintain their local character and be creative with their own communication. 

• Clear brand architecture: Sub-brands are now clearly perceived as belonging to De Bib, giving people and staff a clearer picture of the rich and contemporary offering of libraries in Flanders. 

• Accessibility central: Special focus was placed on accessibility at all levels when developing the brand experience, bringing De Bib closer to all staff and people. 

• Practical usability: The brand portal Lingo is freely accessible to all staff. Digital and physical templates can be easily and creatively adapted by staff whilst maintaining the clear and consistent brand identity.