Brand Mark for the Friends of the Thomas Fisher Rare Book Library

Case Studies
Branding
Industry Education
Deliverables
Brand MarkConceptsDiscovery
Chuck Chan

Executive Director, Creative Integrated Marketing Communications, University of Toronto

“Top quality design and experience working with Nat, Richard, Tamar and the whole team at Hyphen.”

A cornerstone of the University of Toronto’s heritage, the Friends of the Fisher Library champions the preservation of the books at the Thomas Fisher Rare Book Library, which is home to materials from across Canada and around the world.

 

Despite their longstanding dedication to preserving our literary history, the Friends of the Fisher Library lacked a visual identity to reflect their profound impact.

Hyphen’s aim was to create an identity that would embody the spirit of the Thomas Fisher Rare Book Library and the Friends of the Fisher Library organization. 

 

Our approach was to create a design that was both structured and elegant, conveying a sense of community while remaining clean and multifaceted – a symbol suitable for a forward-thinking and progressive group of supporters.

Responsibilities
  • Brand discovery: analysis of existing brand, environment, and competitive landscape
  • Concept design: development of six identity options
  • Brand identity design: identity development and finalization
Goals
1
Reinvigorate the Friends of the Fisher Library brand to appeal to a younger demographic of future donors
2
Enhance their presence across the University of Toronto network and more broadly across Canada
3
Help drive interest and fundraising efforts to preserve Canadian heritage and history around the world
Aligning with Existing Standards

Respecting and following the University of Toronto’s existing brand treatments meant that we were restricted to colourways, 

fonts, and a horizontal lockup.

 

We enjoy the challenge of working with specifications and restrictions. Rather than hampering us, they offer room for creative exploration and growth. 

Assessing the Landscape

Research is an important part of any creative project we take on.

 

We conducted a review of other brand marks to help inform our work and understand the visual environment in which the new Friends of the Fisher Library brand mark would exist.

Finding Inspiration

The Thomas Fisher Rare Book Library is a striking space tucked away in the University of Toronto’s Robarts Library.

 

We were inspired by the brutalist triangle design with hexagonal wings for the Fisher Library and its unique hanging lighting fixtures, which ultimately became the basis of the logo itself.

From Inspiration to Reality

Initially, we presented close to a dozen logo concepts with variations in colour and application, all inspired by the architecture of the library itself.

 

Our intention was to create all options with modern and sophisticated design to appeal to a younger demographic while also remaining sophisticated for years to come.

Evolution of the Brand Logo

The chosen brand mark is set in a hexagonal base, symbolizing stability and derived from the architectural form of the Fisher Library. 

 

From this base, sheet-like panels extend upward, reminiscent of pages turning in an open book, creating a sense of aspiration and exploration.

next
Nulogy 30% increase in web traffic for new SaaS website