This project focuses on researching and creating a brand identity system for a culture that already exists: Franklin, Massachusetts. There was an intense research component, many rounds of ideation for the logo, and then applications like stationery and merchandise. I pursued the book and bookmark as the main motif for the branding of Franklin. Franklin has the first public library in the United States and is overall a very academic-focused town. There are many schools at all levels, from preschool to college. I wanted the branding to feel fresher than a traditional town seal but also have some elegance associated with scholarship.