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- From hoarding to sharing: Great brands attempt to “own” a compelling human value. What value can the MIT Libraries own: Generosity. Generosity is at the heart of MIT’s Open Access mission.
- From information to knowledge: Using terms like “knowledge” and “knowledge creation” in messaging will help enhance the Libraries’ position, as they seek to be viewed as more than a repository and conveyor of resources.
- From subordinate to partner: If knowledge creation and educating students are the stars of universities, libraries and librarians are often portrayed as only supporting players. To convey the role of libraries in the new world, frame messaging from a position of co-creator.
Pentagram will return at the end of September to present a more fleshed-out graphic direction and messaging based on these ideas.
November 27, 2017:
Chris Bourg and Michael Bierut and Aron Fay from Pentagram presented the new Libraries branding at the Fall all-staff meeting.
Chris Bourg's presentation: Branding update_11.27.pdf
Chris Bourg's presentation: Branding update_11.27.pdf
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