Marmot Library Network style guide

1. Brand Overview

1.1 Name / Identity

• Official: Marmot Library Network, Inc.

• Branded shorthand: Marmot

• Tagline: “Innovation through collaboration,” “Shared resources, shared strength”

1.2 Mission / Positioning

Marmot Library Network connects libraries through powerful resource sharing and expert IT services, so you can focus on your patrons, not your systems. Join a trusted network that helps you do more, with less.

1.3 Brand Attributes / Tone

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2. Logo & Usage

2.1 Logo Variants

Standard

Color Usage:	Open
Monochrome Usage:	Open
Reverse Usage:	Open

Square

Color Usage:	Open
Monochrome Usage:	Open

Circle

Color Usage:	Open
Monochrome Usage:	Open

2.2 Clear Space & Minimum Size

• To Do: Define a “safe zone” area around the logo where no other elements intrude (e.g. x-height of “M” or some unit)

• To Do: Specify minimum size (in px or mm) for print and on-screen usage

2.3 Usage Rules

• Don’t distort, stretch, skew

• Don’t change colors outside of approved palette

• Don’t place on conflicting backgrounds unless sufficient contrast

• For dark backgrounds, use the white / reversed version

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3. Color Palette

3.1 Brand Colors

3.2 Web Colors

3.3 Color Combinations / Contrast

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4. Typography

4.1 Brand Fonts

Primary Typefaces

• Mukta Bold - Marmot logo

• Noto Sans - Body

4.2 Web Fonts

• Helvetica - Body

4.3 Hierarchy & Styles

4.4 Styling Conventions

• Headings in title case

• Avoid overuse of ALL CAPS except for small UI labels

• Use bold sparingly for emphasis; use color accents instead of italic where possible

• Consistent margin / padding around headings to maintain vertical rhythm

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5. Imagery & Graphic Style

Photography / Imagery

• Use real photos of libraries, people (library staff, patrons), bookshelves, collaborative spaces

• Prefer warm lighting, human scale, candid rather than overly staged

• Overlay text carefully with dark translucent backgrounds or solid overlays to maintain readability

• Use hero images with breadth (wide images) and possibly a semi-transparent overlay in brand accent tones

Icons / Illustrations

• Simple line icons or minimal flat icons that echo library or network / sharing themes

• Use icon set in same stroke-weight and style

• Use accent color for icon highlights or icon fills sparingly

• For infographics or diagrams, stick with brand palette and clean, consistent line weights

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6. Tone & Voice / Messaging Guidelines

Writing Tone

• Clear, direct, inclusive

• Professional but warm — remember the service / mission orientation

• Use active voice (“Marmot supports …”)

• Avoid overly technical jargon when possible; when you must use it, explain it simply

• Use inclusive language (e.g. “libraries and their communities,” “staff,” etc.)

Terminology / Key Vocabulary

• “Member libraries,” “consortium,” “shared resources,” “collaborative,” “innovation,” “service,” “access”, “excellence”, “respect for all”, “responsive service”, “Member-driven” , “Data Informed”, “Value”

• “Library staff” or “Staff Users” over “library employees”

• “Marmot Office Staff” to identify Marmot Employees

• “patrons” (tends to be a more public library term) or “library users”, “students”, or “faculty” (tend to be used more by academic libraries)

• When referencing software / systems (Sierra, OverDrive, etc.), be consistent (no aliases)

• Marmot is not a vendor. It is a “non-profit consortium.”

• Departments

  • Workstation Management

  • User Services

  • Software Development

  • Information Services

  • Marmot Executive Board

  • Marmot Council

  • Shared Governance Committees

• eResources over eContent

• Service Request over ticket

• “Enterprise grade data center”, “cybersecurity standards and best practices,” “multiple, redundant backups” , “off-site disaster recovery backups”, “site-to-site VPNs”

Terms to avoid

• Vendor

• Profit/Profitable

Grammar / Style Preferences

• Use Serial (Oxford) comma

• Numbers: spell out one–nine, numerals for 10+

• Long dates: August 18, 2025

• Short dates: 8/15/2025

• Capitalization: for internal product names, section names use “Member Libraries,” “IT Services,” etc. consistently

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7. Accessibility & Technical Considerations

• Always check color contrast (text vs background) to meet WCAG AA or better for body text

• Use semantic HTML (headings, lists, landmarks) to support screen readers

• Ensure focus states for interactive elements are visible (not just color change)

• Alt text on images — describe meaningful content

• Responsive design: ensure typography, images, layout scale well from mobile to large screens

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8. Governance & Versioning

• Brand Assets (Google Drive)

• Brand Usage Checklist

• Version control: note changes (v1, v2) for palette, typography, etc.

• Periodically audit existing pages / materials to ensure compliance

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