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Open brand identity booklet with a green cover. Inside, pages display guidelines including primary and secondary brand colors.

Friends of the Salt Lake City Public Library Brand Guidelines

Services:

  • Strategy & Creative Direction
  • Brand & Visual Design

The Project

A set of brand guidelines for the Friends of the Salt Lake City Public Library, the fundraising and advocacy arm of the library and its eight branches. Built to reflect their values and make it easier to show up consistently across fundraising and advocacy work.

Brand Guidelines

What I did

  • Guided brand strategy and positioning to ground the visual identity
  • Developed a clear, usable brand guide covering logo use, color, type, and visual standards
  • Defined an accessible, flexible color palette that works across print and digital
  • Set typography guidelines that balance clarity with warmth
  • Established a friendly, inclusive tone of voice for community-facing communications

Why it made a difference

The guidelines give staff and volunteers a shared foundation, so materials feel connected even when they’re created by different people across branches.