El Paso Public Library
- proposed identity

This proposed design was entered as part a public contest held by the library to establish a new identity. The fact that it was so ethnic specific may have spelled it’s doom - it placed 3rd behind two predictable designs that were “safe”.

None-the-less, the “substance” underlying it’s design is crucial.

Following is the rationale presented to the library as part of the entry:

Our proposed identity for the El Paso Public Libraries is a unique image that would visually communicate various things about the effects and benefits of our El Paso Public Libraries on people while drawing from an important part of our El Paso heritage and culture.

Substance chose to incorporate a Mayan profile for a number of reasons...

• The rich tradition of Mexican art and population in particular to our position in Texas

• El Paso is somewhere near 75% Hispanic with a high percentage of this number having some Mexican Indian heritage (Mayan, Aztec, etc)

• The Mayans were a proud people, highly civilized and very intelligent (these are traits that libraries help to foster and develop)

• The Mayan rendered, while being very unique, is also instantly recognizable by everyone regardless of race

One of the key ingredients of this identity are the rainbow plumes that make up part of the feathered headdress of the Mayan. Symbolically they communicate:

• Variety – the plumes represent the benefits and services provided by El Paso Public Libraries to us

• Richness – the rich colors represent the enrichment of our lives through reading and learning within the El Paso Public Library system

• Growth – the upward movement and shapes suggest both the personal and intellectual growth of people

• Personal Pride – just as the Mayan was proud of personal accomplishments as indicated by their headdress, an El Pasoan of any race, gender, age, or physical or mental ability can be proud of their accomplishments, in particular when El Paso’s Public Libraries are involved in helping them reach their goals

In closing, we found the El Paso Public Library System as highly useful in the development of this identity. The Mayan profile was researched and developed by studying library books on Mayan art!