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? However, WCFLS does remain the legal name of the System even today, but WLN is the branded name. One which implies an important thing, that the member Libraries exist now as a Network, as one. That was not so prior to December 2007, when the WLN was officially born “as 20 Libraries in ONE Library Card.” Twenty because four had yet to buy in. All are in today.

The PA Library code defines a Federated Library System this way: “Local libraries which have agreed to participate in a county, township, or school district public library system from which some or most of its financial support is derived in the form of money, library materials, personnel or services.” That does not assure automatic online access to the collections at all member Libraries, which is enjoyed now by the public countywide, 24/7. The Network in WLN says that it is, and the other trademarked name, Westmoreland Information Network, or WIN, is the vehicle for it.

The Network vehicle WIN had a bona fide structure to it in 2007, as now, which is based on the commercially available Polaris Integrated Library System. WIN includes the servers and software, the shared online catalogue, and the countywide technical support for maintenance and frequent upgrades that are centered in the GreenForge headquarters for the WLN. That headquarters did not even exist prior to 2014. That it does so now is also integral to the branding of that time and the connectivity of the individual Libraries.

As is more fully realized today, adjacent cost-sharing opportunities were made more possible from group purchases and services, such as for new computers, supporting materials, books, online security, and programming packages.

It was not easy getting all the member Libraries to agree to join in this way, as the WLN, connected by the WIN. That is taken for granted today. There was then a strong sense of local community attachment that presented a significant barrier to countywide service. But it all got done, and that was to the credit of the Board Directors, headquarters staff, and leading Library Directors. It was committee work at its best.

The WLN is now being rebranded to the name Westmoreland County Libraries (WCL). I have mixed feelings. So, at least for now, the Library card image that marks this column will remain as is. It still marks something special, as recounted above. Hopefully, the rebranding of 2025 will give reason, beyond just rebranding, to replace it. That is the System Board/staff challenge ahead!