WLN: More Than a Brand

The Library card imaged on this page, and its trademarked Westmoreland Library Network (WLN) logo, represents not just a name-branding change from the previous public name, the Westmoreland County Federated Library System (WCFLS), but a considerable inflection point in service to the people of the county. It was meant to mark a strategic uplift, and it did, as evidenced by the 60% circulation increase by 2010 that followed introduction of it and the Polaris Integrated Library System in late 2007. Not to say that re-branding in and of itself is unimportant. It was, and is, an unmanageable mouthful to say the original brand name, Westmoreland County Federated Library System, let alone remember it. And why would the general public even care that the WCFLS is a Federated Library System? …