Cambridge PL Rebrand (from Idea Exchange)
Cambridge Public Library
Innovation Synopsis
Our 2024-2027 Strategic Plan includes a goal to reestablish our identity as Cambridge Public Library (CPL), aiming to strengthen our role as a public library in the community while creating an inclusive identity that celebrates the diverse Cambridge community and highlighting our status as a 21st-century library. In August 2024, an announcement was made to the community that the Board of Trustees voted to change the name of the organization from Idea Exchange to Cambridge Public Library, with the Rebrand Project launched in September of that year.
Challenge/Opportunity
The Idea Exchange brand was released in 2014, promising innovation: being more than a library and gallery to its community. During the recent strategic planning process, staff and the public expressed concerns that the Idea Exchange name did not achieve its original purpose and created barriers to access for many in the community. As a result of this feedback, the Board of Trustees made the decision to rename the organization. As the organization is set to grow with the addition of a 6th location in 2026, there was an ideal opportunity to develop new branding/materials to enhance the visibility and recognition of the library’s vital role in Cambridge. We wanted to engage those community members who are not connected to the library, including those who may have lapsed over the last 10 years when it was known as the Idea Exchange. The new logo design suggests connection, movement, and imagination. Every element has its place – just like people do at Cambridge Public Library.
Key Elements of Innovation
For the Rebrand Project, Cambridge Public Library contracted with creative design agency TOQUE Ltd to work cooperatively with senior leadership, management and staff on a new logo, brand, colours, typography, messaging and storytelling. The new brand is a refreshed look and the project ultimately defines the library. The goals of the Rebrand Project were to create a new identity for CPL by: launching a new library location in 2026 with the new branding and collateral ready to utilize throughout the physical and digital spaces; to improve the visibility and recognition of the library’s essential and relevant role in our community; to reach non-users who are not connecting with the organization and traditional users that may have been lost in the 10 years since using Idea Exchange as an organization name; and for our Gallery service Cambridge Art Galleries to achieve some distinction and profile, while still including it within the CPL brand.
Achieved Outcomes
We received considerable news coverage for the launch of the new logo. Social media postings were shared on LinkedIn, Instagram, and Facebook. Social media engagement rates for the logo announcement:
• LinkedIn 16.67% (benchmark: good rate is 2%)
• Instagram 12.63% (benchmark: a good rate is above 3%)
• Facebook 12.44% (benchmark: a good rate is 1%-5%)
Local/regional newspapers responded with articles:
• Cambridge Today: https://www.cambridgetoday.ca/local-news/librarys-new-logo-reflects-community-creativity-and-connection-11039950
• The Record: https://www.therecord.com/news/waterloo-region/cambridge-public-library-unveils-new-logo-and-branding/article_6144dc01-d21f-5ce3-b7ff-c85d9082990b.html
CPL metrics are an upwards trajectory post-pandemic. With the announcement of our new name (August 2024) and a realigning of services and programs, we have seen increases across the board (e.g. 85% increase to in person new memberships) as the community reconnects with their library.
