Boston Athenaeum is one of the nation’s most distinguished independent libraries and has been a cornerstone of Boston’s literary and intellectual life for more than 200 years. Despite its stature however, it has long been known as a “hidden gem,” less publicly recognized than it deserves. We were engaged to shape a forward-looking strategy and brand identity that would elevate the Athenaeum’s presence.
At the heart of the new strategy is the brand idea: Joy of discovery. Power of place. As we conducted our research, it became clear that the Athenaeum is a place where powerful moments connect us to our city, our culture, and each other. We affirmed the Athenaeum as a welcoming, inspiring institution—fueled by the community’s pursuit of knowledge and a deep sense of belonging.
The new brand identity blends classic elegance with a touch of contemporary surprise. The refreshed wordmark does not include the word Boston. Rather, it celebrates the word Athenaeum itself—a word which evokes the Grecian ideal of the pursuit of knowledge for the betterment of all. The distinctive typography breaks phonetically and suggests both the stacked shelves of the library and its soaring architectural beauty.
The Athenaeum’s new strategy and identity have become a catalyst for growth and visibility. Since the brand launched, the organization has broken records for membership and community day attendance, while attracting younger and more diverse audiences who represent the vitality and richness of Boston today.
“Minelli drew inspiration from our building, books, and the immersive Athenaeum experience to create a classic identity that unifies every thread of our work. The brand strategy and identity they developed have been pivotal in helping us clarify our unique value, raise visibility, and broaden our audience.”
—Leah Rosovsky, Director, Boston Athenaeum
