KINGSTON, Jamaica — Jamaica Library Service (JLS) recently unveiled a colourful, new logo as part of its rebranding process. The new-look logo captures the transformation of the JLS into a modern educational, research and recreational centre, as well as its transformative effect on lives.

The design depicts a repositioning of the JLS brand through technology, to its various target audiences, set in a colour scheme of canary yellow, violet purple and lime green that captures the dynamic spheres of the JLS.

Director General, Karen Barton, has indicated that it is important to strengthen the JLS as a brand that appeals to all citizens, and to create greater awareness of the value of public libraries to communities.

She also stated that the JLS has been transforming lives through advanced technologies, and the offering of a range of programmes and services for children and adults. Marketing and Communications Manager for the Global Libraries ICT Project, Andrea C Whyte, also emphasized that the overall rebranding strategy serves as a means of projecting the JLS as being outstanding, with a positive brand identity within the marketplace.

She also indicated that varied advertisements in print, radio, television, as well as digital billboards, will roll out in order to reinforce the new identity of the brand. JLS has been undertaking a series of initiatives through the Global Libraries ICT Project, which is being co-funded by the Bill &Melinda Gates Foundation, Global Libraries and the Ministry of Education in Jamaica.

The project is aimed at providing access to advanced ICT resources in 119 public libraries in Jamaica.

Balford Henry