Los Angeles Central Public Library

TARO AMANO

_{Work

_{1) Los Angeles Central Public Library}
_{2) Kitamura Camera}_{3) ONE Teaser Video}

_{4) Yokai -Japanese Occult Culture}
_{5) Midnight Serenade}
_{6) MASSOV}}

_Archive

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Deliverables:
Brand Strategy, Visual Identity, Editorial Design

Description:
A rebranding initiative for the Los Angeles Central Library focused on redefining its public presence through the creation of a new, cohesive identity system.

CHALLENGE:
In modern society, including myself, many people from younger generations tend not to go to the library. This is largely due to the decreasing opportunities to physically engage with books, as well as the common perception that libraries are simply places to borrow books.

STRATEGIES:
This rebranding primarily targets younger generations. Through this branding campaign, RE:LIBRARY introduces the books and diverse resources—both literary and non-literary—held by the LA Library that can only be discovered through this initiative.

It transforms the library’s history and legacy to present a new vision of what a library can be today. By reinterpreting its cultural foundation, RE:LIBRARY offers creative inspiration and fosters new communities, redefining the role of the library as an active, dynamic space rather than simply a place to borrow books.

LOGO

A single symbol that embodies renewal alongside history, created by merging graphic elements found throughout the building.
Inspired by the original carpet patterns preserved from before the renovation, the chevron motifs introduced in the redesigned architecture, and the ceiling murals, this symbol unifies past and present. It reflects the transformation of the space while honoring the visual legacy that has shaped its identity over time.

BOOKLET:

RE:LIBRARY is divided into three distinct sections—RE:DISCOVER, RE:BUILDING, and RE:CONNECT—each differentiated through its own color combination to create a clear visual and conceptual identity.

RE:DISCOVER highlights hidden knowledge and lesser-known resources, including information gathered directly from librarians that cannot be found online. RE:BUILDING focuses on the architectural transformation and evolving identity of the space. RE:CONNECT emphasizes community, interaction, and shared experiences.

By incorporating exclusive content, original photography, and image treatments tailored to the main target audience, the campaign offers insights that can only be accessed through this project. The experience extends beyond visual communication, encouraging visitors to walk through the library with books in hand—transforming the act of browsing into an immersive, exploratory journey.

BOOKLET: COLOR COMBINATION

POSTERS

A fourth section, RE:CREATE, is added to the three sections introduced in the booklet. While the previous sections focus on discovery, architecture, and connection, RE:CREATE invites the audience to reflect on their own role within this new vision of the library—asking what they can create, contribute, or initiate through this redefined space.

The logo is divided into four parts, each corresponding to one of the themes: RE:DISCOVER, RE:BUILDING, RE:CONNECT, and RE:CREATE. Individual posters are developed for each section, visually expressing their distinct concepts and color systems.

DIGITAL

PROCESS & INSPIRATION