The first rule of logo design (opens in new tab) has always been to check your spelling. But in the case of the new branding for the public library in Brooklyn, New York (opens in new tab), it appear rules are made to be broken. For it has launched a new logo which has the second, third and fourth letters deliberately missing from its place name.
For an institution devoted to promoting literacy, it's an interesting choice to spell Brooklyn as 'Bklyn' - a spelling that also appears in the URL for its revamped website.
The logo was designed by multidisciplinary design studio Eight and a Half (opens in new tab), who are well known for creating logo designs for TV shows, including Saturday Night Live, 30 Rock and NBC's Olympics coverage.
The new logo replaces the minimalist black box-logo of old, and will clearly be more readable at smaller sizes - an important consideration in the smartphone age.
But whether the spelling decision will lead to the kind of traditionalist backlash that killed the University of California's aborted new logo (opens in new tab) remains to be seen. Update: Some, including the first commentator below, have pointed out that the new logo works as a clever play on words (turning 'Brooklyn' into 'Book-lyn'). Point taken, although if that was the intention, it was a bit too clever for us...
Learn more about logos:
- Brand a logo: 15 design trends for 2012
- The ultimate guide to logo design - 25 expert tips
- 2012's biggest logo redesigns
- What do you think of the new logo? Share your thoughts with the design community in the comments box below!