The London Library’s heritage presented to ‘modern audience’ with new website by GRDD

GRDD has designed a new website for The London Library, the Piccadilly-based independent subscription library.

The consultancy was appointed for the project in September 2010 following a four-way credentials pitch, having been invited on the strength of its work with the British Library.

The project involved a complete redesign of the website, incorporating new branding, colours and fonts, which will also be seen across marketing collateral.

The branding and website were originally created by Ned Campbell, former Wolff Olins creative director, in 2007. GRDD retained the logo, but built on the existing brand guidelines to modernise the look and feel.

Tim Smith, GRDD senior designer, says, ’The old site uses a lot of serif fonts and quill-like strokes. They felt they were getting a bit stuffy and old they wanted to keep their heritage, but also appeal to a modern audience.’

The new site will feature more imagery of the library, a CMS system, an online shop, an e-library and e-catalogue, Twitter updates and a blog, with guest entries from some famous library members.

Smith adds, ’They have some very strong photography. The interiors are very beautiful, so we were keen to put the images on the pedestal and make them part of the design.’

GRDD used ’brighter, fresher’ modern colours such as lime green and sky blue alongside the existing ’heritage’ palette of royal purple and gold, and created a sense of space using a ’white, crisp and clean’ feel.

Smith adds, ’One of the key points was to marry the heritage crowds and the modern audience.’

Lottie Cole, director of development and communications at The London Library, says, ’Often people think of us as quite old-fashioned, but we’re a very colourful, alive and forward-thinking place.’

The site is scheduled to launch early next month.