Identity Systems

City Lights is an independent bookstore and historic landmark located in San Francisco, California. Founded in 1953 by Lawrence Ferlinghetti, City Lights has become a landmark general bookstore, internationally known for its expert selection of books and for its commitment to free intellectual inquiry. The proposed re-brand focuses on updating the visual language by looking at the most basic elements of literature, language. Approaching the brand strategy I felt it was important to also look at how to enhance the overall customer experience both in-store and online. Since City Lights has such as established reputation, research plays a key role in this re-design as understanding the historic value as well as how customers interact with the brand is essential to creating positive change. City Lights has proven to be an educational resource for political competence and this re-brand strives to help lay a new foundation for generations of leaders to come!