"For every story." A Successful Rebrand
Charlotte Mecklenburg Library
Innovation Synopsis
Charlotte Mecklenburg Library has grown and changed with our community. We’ve implemented new technologies, are embarking on an iconic new Main Library, and have stepped forward as champions of intellectual freedom through our vast collection, engaging programs, and helpful resources. Our Library welcomes all and meets the needs of a thriving and diverse community of readers, leaders, and learners. Our new brand – “For every story.” – is bold, fresh, and speaks to the community connection and evolution of Charlotte Mecklenburg Library.
Challenge/Opportunity
CML introduced its last brand in 2013. The Library and the Mecklenburg County community have steadily grown since the previous brand was implemented. Although it had served us well, it was time for something that symbolized our organization’s progression into a new era with a new Main Library, a focus on intellectual freedom, and a new strategic direction. It was time for something fresh with a modern look and feel that reflects who we are and where we are headed.
Key Elements of Innovation
CML contracted with a local branding agency in 2025. The partnership resulted in our new brand: “For every story.” It promises that every person, experience and idea has a place at CML. The messaging, nimble logo suite, “delicious” color palette, patterns and clean typography are welcoming, confident and unexpected.
We launched the brand internally in March 2026 with an animation, branded emails featuring staff and training for everyone. Externally, we posted teasers on social and web. We publicly launched in May with a CEO message, commercial, outdoor and in-branch ads, website refresh, social campaign, new Library cards, swag, and more.
The brand balances inclusivity with modernity and connects with people. Libraries can struggle to attain this balance due to stereotypes of being antiquated, child-focused, etc. CML stepped out of our comfort zone and created a brand that successfully challenges those stereotypes and is synonymous with connection, creativity and forward-thinking.
Achieved Outcomes
Public Feedback
• "Ya'll promoting this like it's the hottest thing since Beyonce Lemonade album *Laughing Emoji* I can't wait to see it!" @lipstickstainedsuit
• "love this initiative, cannot wait to see what's next!" @meghanstarr
• "The new logo is PERFECT!!" @artintheqc
• "It's really, really cool. One of the best library brands I've ever seen." – Technology partner
• "I love your color palette when you did the rebranding; it's been fun to work with." - Contractor
Library Card Signups (May 5-July 31)
• Increased by 8.5% year-over-year. The YoY period in 2025 was 1.1%.
Social Media
• Nearly 147,000 impressions across platforms; more than 9,600 engagements
CML Aggregate Engagement Rates (April – May):
LinkedIn: 16.3%
Instagram: 5.5%
X: 6.1%
Facebook: 6.7%
Digital Ads (May 5 – June 6)
We placed the commercial on MNTN.com and a linked ad on Brandzooka to engage people on TV and the web.
•MNTN.com Reach = 52,476 households
•Brandzooka = 529,005 impressions, 273 clicks
