Tulane University Libraries has partnered with the international design firm Mubien to launch a comprehensive new visual identity. This strategic renewal, grounded in direct input from our community, includes a full suite of branded materials and a completely redesigned website, reflecting the libraries' evolution into Tulane’s essential knowledge partner.
This transformation began with a research study involving focus groups with Tulane students, faculty, and staff. Their insights and feedback were instrumental throughout the entire process, ensuring the new identity truly reflects the libraries' role as a sanctuary for scholars and a global destination for research. This collaborative approach underscores our commitment to being a resource shaped by and for the people we serve.
This new era positions the libraries as a dynamic hub for research and learning—a destination that enhances campus life, forges strategic connections, and champions equitable access to information. As part of our strategic action plan, this identity will help strengthen partnerships with academic departments and research endeavors across Uptown and Downtown campuses, facilitating the interdisciplinary collaboration and unconventional research that defines Tulane. By unlocking knowledge, we empower our communities and advance the core mission of the university.
Design Inspired by New Orleans
The Mubien design team drew direct inspiration from the soul of New Orleans itself. The new look incorporates vintage typography reminiscent of the city's iconic jazz album covers, classic posters, and concert tickets. This typographic choice masterfully blends historical charm with academic prestige, celebrating the unique and enduring bond between New Orleans' rich cultural heritage and the Tulane community.
The project also delivered a fully reimagined website, engineered for a superior user experience. With its intuitive navigation, clean aesthetic, and a mobile-first foundation, the new site makes discovering the libraries' resources, services, and collaborative opportunities simpler and more efficient than ever.
- Dive into the Tulane University Libraries Brand Guidelines.
- See the full case study on Mubien's website.