Activate Something Great

Hi, Toronto!

Last year we asked what you want to make your library experience great. We heard you, and we’re transforming to meet your changing needs. We’re ready to Activate Something Great in 2019, starting with a fresh new look.

What it means

Toronto Public Library is a continuously evolving story, one that we all help to inform, create and bring to life in new and inspiring ways.

Our new identity recognizes our roots while looking to the future:

  • It’s grounded in the written word
  • It’s a promise, a connector, an advocate
  • It connects the breadth of TPL’s offerings with ever-changing needs of our city’s people and communities
  • It’s flexible and adaptable to showcase the incredible range of programs, services, ideas and information we have today... and what’s to come.

The typography is accessible and welcoming, and our colours have been refreshed with a welcoming and cheerful new spin on “Toronto blue,” along with a complementary palette of supporting colours that reflect the energy and vibrancy of our city, our people, and our library.


Confident, curious, versatile and bold, our new symbol energizes a myriad of experiences and opportunities to help empower you, and your library, to activate something great.

How we got here

For the past 18 months, we’ve been undergoing a process we called TPL Experience 360, which asked our staff, our partners, library users and the public what an exceptional customer experience should look and feel like. They told us that the library should be: More visible, more welcoming, more personal and more engaging, with consistently excellent customer service, all the while making sure that we are staying true to our roots.

An important part of activating great customer experiences is having a visual identity that can support them. And so part of the TPL Experience 360 process was to develop a new look and feel for TPL – not just a new logo, but a whole new visual language for communicating who we are, what we do and why we matter. This new identity, coupled with our brand promise – to activate something great – signals the transformation the library is undergoing … and we’re excited to share it with you.

What’s next?

We’ll start rolling out the new visual identity in the next couple of months and will be inviting you, and the city, to activate great things with us. We’re so excited to share this with you and hope you love it as much as we do!