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.