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New Logo and Identity for Library of Congress by Pentagram

This new identity is a horrendous mistake. The old identity was perfect.

The new identity doesn’t look bad in and of itself, per se, but it doesn’t fit the Library of Congress in any way. The Library of Congress is majestic, historic, dignified, authoritative. A new or tweaked identity for the Library of Congress should be for the ages, something designed to last for a century or longer. This feels like an identity that will last 10 years. I love orange and black as a color scheme, but why in the world would you choose those colors for the United States Library of Congress? Why is the word “Library” used twice? Why do some of these marks break up the word “Library” at utterly random points making it unreadable? The ones that break it up as “LIBR-Library of Congress-ARY” look like a logo for the Long Island Railroad.

This is all so wrong it breaks my heart.

Friday, 24 August 2018