21st Century Librarians Find Their Voice -
New Hampshire School Library Media Association updates their image to challenge misperceptions about librarians
North Hampton, NH – January 24, 2011
There is a stereotypical image that comes to mind when we think of librarians—the keepers of the books and the quiet. What most people aren’t aware of is that over the last decade librarians and their role in our schools have evolved in a dramatic way.
"Ever since we changed our name from the New Hampshire Educational Media Association (NHEMA) to The New Hampshire School Library Media Association (NHSLMA), we’ve been yearning for a new look to convey what that name change really means, “ said Sara Zoe Patterson, member of NHSLMA. “Librarians are perfectly positioned to guide students into 21st century leadership by shaping the ways they gather and use information and fostering a desire for life long learning. We use ALL tools available — books included! — to build information literacy skills in students so their learning extends beyond the classroom and they use media in a way that is responsible, safe and ethical.” said Patterson.
To update their image and change public perception, The New Hampshire School Library Media Association (NHSLMA) reached out to Rumbletree to articulate their brand and create a new logo. “Rumbletree guided us through a thoughtful process that allowed us to really examine how we put forth messages about NHSLMA, its members and how integral librarians are to student learning in the information age. " said Patterson.
“We felt this was an important initiative for Rumbletree to support,” said Rumbletree President Charles Yeaton. His wife and daughter in the education field, Yeaton was especially interested in this project. “Librarians play a critical role in today’s school system. It is important that this resource is understood and utilized and that their voice be heard.”
NHSLMA strives to foster collaboration with school administrators, teachers, parents and all related stakeholders to improve the quality of education in New Hampshire schools.
“I had no idea what the branding process would entail but we knew it was time to create an image that accurately conveyed who we are as a profession and an organization,” said Kathy Lane, President of NHSLMA. “The process was positive and enlightening. Not only did we end up with a meaningful and recognizable image, but also we delineated in our own minds the essence of a school librarian. We are very proud and happy with the results of the joint endeavor between the New Hampshire School Library Media Association and Rumbletree. We have created a memorable, recognizable and representative brand.”
NHSLMA (nhslma.org) is a professional organization representing school library media professionals and paraprofessionals. An affiliate of The American Association of School Librarians, NHSLMA provides members with a forum for the exchange of ideas and with opportunities for professional growth through publications, conferences, and staff development workshops.
Rumbletree (rumbletree.com) has been providing clients with strategic and creative marketing solutions since 1990. The agency offers communications, branding, advertising, design and interactive services from offices located in North Hampton, NH.