Our New Logo

The new Ayer Library logo

Amongst a host of other exciting announcements this winter, we are proud to debut the first Ayer Library logo since its incorporation in 1894. In our design, we’ve taken inspiration from features of our historic wing, a historic classical revival building completed in 1893 and designed by architect Alexander Stoddard Jenney during the period of time he assisted McKim, Mead, and White on the design of the iconic Boston Public Library, which opened in 1895.

The building is listed in the Massachusetts Historical Commission's Cultural Resource Database (ID AYE.207) and the Massachusetts Department of Conservation and Recreation's Heritage Landscape Inventory and was recommended for nomination to the National Register of Historic Places by the Ayer Historic Resources Survey Project in 2008.

Chiseled into the frieze above the original entrance visitors and Main Street passersby can clearly see the words “AYER LIBRARY”. On either side are circular magnolia blossoms.

The original entrance to the historic Ayer Library building

The blossoms consist of two concentric sets of five petals, framed by a circular enclosure.

Closeup of magnolia blossom

This motif also appears as a decorative element inside the building.

The same concentric design—this time as a detailed wooden blossom—protrudes repeatedly from the metal railings in the Nutting Room.

Decorative magnolia in the Nutting Room

High on the walls of the rotunda you will see a simplified version of the magnolia shape on the frieze below the bead and barrel molding.

Decorative magnolia motif in rotunda

We have been unable to find any specific story behind the use of these motifs in the building. But magnolia trees are well-loved across Massachusetts, including here at the Ayer Library, where each spring we enjoy the blossoms from two beautiful trees on our grounds.

But it makes sense for a building that aspires to a long life to adopt the magnolia iconography: magnolias are 95 million years old—older than dinosaurs, humans, and winged insect pollinators! And the tree carries notable importance to various cultures across the globe as a symbol of stability, endurance, perseverance, generosity, dignity, youth, joy, health, and good luck.

It seemed an appropriate source of inspiration for our logo.

Horizontal blue logo on white background

Vertical blue logo on white background

The logomark retains the concentric sets of petals, while simplifying the form to convey just enough of the curve and fold of the petals without making the linework too busy at a small scale.

The wordmark retains the strong serif capital letters of the “AYER” on the front of the building, while injecting a more modern sans-serif below for “LIBRARY”.

Contrasting the floral with simplified iconography and pairing an older curving typeface with a sleek rectilinear typeface attempts to capture something libraries are always trying to balance: the preservation of the past and the anticipation of the future.

The logomark and wordmark can be arranged horizontally or vertically.

The blue version is our primary logo. It translates simply into black and white.

Horizontal black logo on white backround

Vertical black logo on white background

On lighter backgrounds, the magnolia remains set inside a circle. But on darker backgrounds, the magnolia stands alone to retain the accurate impression of natural highlights and shadows.

Horizontal white logo on blue background

Vertical white logo on blue background

We have worked to tie together the logo and website to present a consistent visual identity. You can expect to see these forms and this palette on all sorts of materials from the Ayer Library as we round out our rebranding.

Moreover, as we begin to prepare for developing a new strategic plan in the next year, we anticipate continuing to refine the identity of the Library—not just visually, but through a reflection on our mission and vision and values.

Which is to say: we naturally think of this rebranding as symbolic of a new era for the Library. It is an honor to serve the residents of Ayer and we look forward to taking this journey with you all.