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Checking Out

The Seattle Public Library is paying a “branding agency” as much as $500,000 to “rebrand” its image. The proposal: drop the word “The” in its name and make “Library” plural, and change its logo. (None of the proposed logos, the local newspaper notes, “bear any resemblance to anything remotely connected to a library; several look like DNA strands.”) Library officials insist they’re serious, and sought public input about the new image. “An updated look and name will better reflect what our library system is today,” says City Librarian Marcellus Turner: “active community hubs where residents learn, grow and gather throughout their lives.” (RC/Seattle Post-Intelligencer) ...Presumably one of the logo choices looks like a dollar sign, since clearly they have too much money.