Saint Paul Public Library Embraces Connection and Belonging Through New Brand Identity and Campaign.
Saint Paul Public Library (SPPL) officially unveiled a bold new brand identity and community-centered awareness campaign – and UNO Branding is proud to be the creative agency behind it.
Rooted in the themes of connection and belonging, the refreshed SPPL brand reimagines the role of libraries in modern life. It reflects the evolution of SPPL’s services, spaces, and community impact with a vibrant, people-centered visual system that celebrates individual and collective experiences.
The new identity includes a dynamic logo system, a joyful color palette, and geometric patterns that honor Saint Paul’s diversity. The campaign brings it all to life across digital, print, and environmental touchpoints with the tagline “A Place for You. A Place for All.”
Luis Fitch, Creative Director and Founder of UNO Branding, shared: “We wanted the new SPPL brand to feel like a joyful invitation – open, colorful, and reflective of the community’s voices. Our goal was to create a visual identity that welcomes everyone in and highlights all the unique ways people connect with the library. It’s more than a rebrand – a celebration of belonging.”
From a cozy spot to read to a space for job seekers, artists, students, and new Americans, SPPL represents many things to many people. UNO’s design approach honors that spectrum of use while positioning the library as a dynamic, forward-looking hub for lifelong learning and civic engagement.
We’re honored to partner with SPPL on this journey and proud to see the new brand resonate with the community it was made for.
Learn more at UNO.