NLB unveils refreshed logo and brand promise as it enters new chapter

The National Library Board (NLB) is getting a new look. From April 2025, the statutory board will roll out a refreshed logo and brand identity across its digital and physical platforms, reflecting its evolution from a traditional library system into a gateway for lifelong learning, heritage preservation and discovery.

The updated logo retains the iconic three coloured “pages and pixels” from the original mark but reimagines them as a dynamic blue portal, symbolising NLB’s mission to invite Singaporeans into new worlds of knowledge through reading, learning and exploration.

The rebrand comes with a new brand promise, "Inspiring discovery", which signals NLB’s intent to go beyond books and embrace “fun and exciting ways for everyone to discover our past, shape our future, and understand ourselves and the world,” the organisation said.

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“The continuity with the original logo colours signals our commitment to our patrons and acknowledges the work of those who came before us as we transform towards a new future,” NLB added.

Established in 1995 to realise the Library 2000 vision of reinventing Singapore’s library system, NLB has since expanded its footprint to include a network of public libraries, digital services and the National Archives of Singapore, which joined its fold in 2012.

To better reflect this expanded role, NLB will now formally adopt the full name "National Library and Archives Board" when necessary though the legislated name National Library Board remains unchanged. The organisation will continue to use the abbreviated “NLB” in most public-facing materials.

The new brand identity will be progressively introduced across all NLB touchpoints, including its libraries, archives, publicity materials and digital platforms.

More than just a visual refresh, the rebrand signals a broader shift in NLB’s mission. It builds on recent innovation-led projects such as "Playbrary", an initiative launched in April 2024 that reimagines public domain books as interactive, text-based adventure games powered by artificial intelligence.

Developed in collaboration with OpenAI and Publicis Groupe’s LePub, "Playbrary" lets users explore over 1,000 classics including Frankenstein and The Adventures of Sherlock Holmes in a format that mirrors mobile gaming. The AI-powered platform retains the book’s original plot while allowing players to influence the story’s progression, effectively gamifying the reading experience for younger, digital-native audiences.

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