Como Se Llama?
 What’s in a Library Name and Logo?
 Laupus Library
 East Carolina University
 Susan Nash Simpson, AHIP, Associate Director
 Jeff Coghill, AHIP Collection Development Librarian
 Elizabeth Ketterman, Eastern AHEC Librarian/Head, Outreach
 Problem Statement:
 A “branding” project was initiated to highlight the identity
 and raise recognition of Laupus Library. At the same time
 Laupus Library began planning for a new library building
 to be completed in 2006. 
The Challenges:
  •Create a distinct and readily recognized visual “identity”
     for the William E. Laupus Health Sciences Library at
     East Carolina University
  •Promote the new identity
  •Adopt the identity by library’s primary clientele
  •Use the identity in a successful fund raising campaign
     for the new library building
 Indicators of
 Success:
 Recognition of Laupus Library as a separate
 entity from Joyner Library
 Project’s contribution to successful fundraising
 for new library
 Tasks:
 4. Collaborate with ECU’s School of
    Medicine News & Communication
    Department
 2. Define desired perception of
      the library
 3. Create an “identity” (logo)
    to represent Laupus Library
    which conforms to ECU
    guidelines:
 5. Promote and adopt name and
      identities
 7. Create a “glossy” brochure with
      initial slogan
 Project Results:
 To date Laupus Library has raised over $150,000
 toward enhancing the new library.
 Development efforts use the products and the
 identities created by the branding project to create
 a library image.
 A brief survey indicated that users recognized the
 identities as representing Laupus Library and knew
 that Laupus Library was an entity, distinct in pur-
 pose and services from Joyner Library.
 Tips for
 Effectiveness:
 • Use existing professional expertise in the
  organization
 • Follow organizational guidelines for external
  communications and identities
 • Solicit input on branding products before
  launching
 • Put the brand on everything
 • Require the use of brand name, and identity
  at every opportunity
 • Make the slogan as visible as possible
 • Promote and advertise branding products
 6. Use identity on commercial database
    pages so users know the source
 Laupus librarians determined that their unique resources,
 expertise, and services be indentifiable and distinct from
 Joyner Library, ECU’s academic library.
 The Project:
 Formal:
 Informal (electronic):
 1. Adopt the name
   “Laupus Library”