The New York Public Library system contains some of the city’s most iconic libraries, museums, and research centers, housing centuries of art and culture. Beginning in 2014, they partnered with Champions on projects across the Library’s portfolio.

Over several years, Champions worked to streamline the New York Public Library’s existing brand guidelines, re-imagine The Schomburg Center’s original brand for digital applications, and update The Library for the Performing Arts’ identity system.

The New York Public Library is the nation’s largest public library system, featuring 92 locations across the Bronx, Manhattan, and Staten Island, each with a flag designed by Champions.

The New York Public Library reached out to Champions to partner on clarification around their existing brand, created in 2009 and updated in 2015. The 2009 library Lion Mark brand symbol is an unmistakable rendering of the stone lions guarding the 42nd St. Library.

To respect the impact of the Lion Mark, the new Library guidelines use a cropped lion only in moments where the brand requires dynamism. One example is the New York Public Library flag, revised by Champions.

The striking Library red flag lends real-life consistency to the Library’s locations across the city. Champions specifically outlined all accepted variations of the Lion Mark symbol and wordmark to ensure consistency across brand collateral. The system allows for variety across materials, but the brand isn’t lost.

Champions crafted a new brand symbol inspired by the LPA’s Beethoven notes collection. The modern symbol nods to the history and magic of artistry and process within performance commemorated within the Library. 

The New York Public Library of Performing Arts, the LPA, is within the iconic arts complex of Lincoln Center.

The LPA required an artful and expressive brand update, and Champions provided one, with help from the treasure within the library archive.

The LPA uses the same primary typeface and logo lockup as its parent brand to maintain the connection between the systems.

The Library guidelines outline secondary lockups for the brand symbol and wordmark for flexibility across materials.

A vibrant color palette supports the animated nature of the brand symbol and the performing arts featured across brand materials.

The Schomburg is an international steward of Black culture and history and the resting place of Harlem Renaissance poet Langston Hughes. 

Champions partnered with the center in 2018 to revisit and evolve the Schomburg brand for the digital age.

The original Schomburg brand symbol, drawn by pioneering designer and artist John Morning (pictured below with Bobby C. Martin Jr.) is a distinctive icon for a storied New York institution.

The previous brand symbol is the basis for a redrawn brand symbol and pattern, modernized for print and digital materials.

Visual Research

(Row 1; left to right) Artist Aaron Douglas and Arturo Schomburg viewing Douglas’ Aspects of Negro Life: Song of The Towers, Schomburg Collection; Langston Hughes at the Schomburg Center; grave marker of Langston Hughes

(Row 2; left to right) NYPL Lion Mark; Aspects of Negro Life: From Slavery through Reconstruction by Aaron Douglas, Schomburg Collection; Button from the 1963 March on Washington, Schomburg collection; grave marker of Langston Hughes (closeup)

(Row 3; left to right) Bobby Martin and John Morning at 203 Ave A

The Schomburg’s primary logo lockup also uses The New York Public Library wordmark typeface to tie the Schomburg identity to the other institutions in the Library portfolio.

The updated system included resized publications to keep consistent with the New York Public Library’s publications, a reminder of the connections between the institutions providing New Yorkers with access to lifelong learning.