etc.
Rebrand
etc. rebrands the Pasadena Central Library as an after-hours bar and gathering place for millennials.
The name etc. signifies a list of things too long to name in full, a metaphor for all that the library has to offer. The new Central Library after-hours identity hosts monthly lectures, concerts, and movies around different themes—for example, October's theme is all about famous horror movies adapted from books. The bar also features monthly cocktails and serves craft beer from nearby breweries.
The etc. logo references a spark of creativity and symbolizes a point where ideas and experiences intersect. The brand's primary color is a warm gold that's both classy and energetic.
etc. clock uses the lines of the logo as second, minute and hour hands.
Bookmarks printed on gold paper and tote bag with the etc. logo.
October is the Month of Horror: posters were created around the theme of horror movies adapted from novels (The Shining, Interview with the Vampire, and The Haunting of Hill House).
Posters use images from online library databases and quotes from the films and books to create an atmospheric reminder of where these iconic films came from.
Bookmarks and postcards for the October is the Month of Horror series. Postcards use chilling imagery gathered from online library databases, some of which references the films and books in the series.
