By: Rae Riiska, UF Libraries Communications Assistant
Smathers Centennial Design Diaries
100 Years of Libraries at the University of Florida
A step-by-step guide through the creation of the Smathers visual centennial campaign and some of its featured projects. The UF Libraries utilized this marketing campaign for 2025.
In the Beginning…
Where do you start when it comes to creating a brand image for what is arguably one of the most important milestones of your institution?
Obviously, with the library that started it all, Smathers. Originally named the University Library, this building has experienced multiple name changes before its current title, Smathers Library. However, the UF Libraries consist of six main-campus libraries and multiple satellite branches and facilities, so the communications team decided to capitalize on this milestone and celebrate the entire library system. This expanded our design possibilities, making the process significantly easier.
The original design concept for our icon and brand kit was inspired by Florida, the Sunshine State. Utilizing images of sunshine, oranges and vintage Florida imagery was top of mind, but the design needed to be bold, recognizable and fit the UF brand’s established colors, fonts, etc. We wanted to pay homage to Florida using the Jerry Chicone Jr. Citrus Label Collection, but found that the labels are too detailed for a general icon that also felt like UF. Later in this diary, you’ll see how we still used the citrus labels, but chose UF branding for our icon design.
Researching what other institutions have created for their own centennials was a massive aid in this brainstorming process. Luckily, our university has been around for a long time, so we used the University Florida’s College of Pharmacy’s 2023 Centennial as inspiration and looked towards other institutions for examples of successful centennial campaigns.
Smathers Centennial Design Diaries
Creating a Icon and Overall Design Concept
Find Your Imagery: What Defines Your Design?
Finding an element that is unique to your campaign will make designing a icon much easier, and bonus points if it is recognizable outside of your institution. The Smathers facade window has been a central icon during our centennial year. Taking this local element – the window, and adding in a universal element – the sun, made the design relevant to the Libraries but also the state of Florida. Knowing that these materials needed to be printed also shaped a lot of the icon decisions. It needed to be visible at all sizes and easily readable in all print/digital materials.
Original Design Boards and Inspiration
Originally, we were leaning heavily toward using the citrus labels as our icon, but they were too detailed and not cost-effective to print. Shifting gears, we took another look at our institution’s previous centennials and decided to simplify our design. Keeping the established UF brand in mind, we used UF fonts and brand colors to anchor the design. Communicating with your institution’s communication office is key to a successful design and rollout.
Icon Variations
Centennial Slogan – Illuminating Excellence
Illuminating Excellence, Igniting Curiosity: Celebrating Libraries Past, Present, and Future was our centennial slogan. The Libraries already utilize “igniting curiosity” in our branding; playing off this language and the icon, we chose the language “illuminating excellence” to emphasize how the Libraries highlight the incredible work of our community. Having strong language that accompanies a bold and intentional design helps your campaign resonate with your audience and the employees that will use the brand throughout the year.
Boilerplate Language Used on Most Centennial Marketing
Over the last 100 years, we have illuminated excellence by supporting students, providing exciting collections for faculty classroom use, aiding in the research life cycle, and more. 2025 marks the centennial of the initial library building, now known as the Smathers Library, which offered centralized collections and services at the University of Florida.
Starting with that building in the northeast corner of campus, we have grown to be the largest academic resource system in the state with six on-campus branches, affiliate branches across Florida, and high-density storage facilities. We look forward to seeing you at an in-person event or online in 2025 as we celebrate our past and envision our future.
Smathers Centennial 5k Run
100 Years of Smathers Libraries!
Can't get enough of the centennial? Check out our main page for EVERYTHING 100 years of Smathers!
Featured Design Projects
Featured Projects: Behind the Scenes
Centennial Citrus Labels
The citrus labels were originally the inspiration for the centennial design, but we did not end up going with them because of how detailed they are. We did, however, decide to make one for each of the six on-campus branches and a general label for the rest of the library units. We chose labels from the Chicone collection and reimagined them with different elements of the Libraries The majority of the citrus labels were created in Photoshop and had multiple iterations. Design drafts show below.
Reimagined citrus Labels
Architecture and Fine Arts Library
Education Library
Health Science Center Library
Marston Science Library
Library West
Smathers Library
General Libraries Citrus Label
Special Centennial Project
Archival Imprints
Centennial Publications
Annual Report
Source Magazine Special Edition 1
Source Magazine Special Edition 2
Centennial Brochure
Fall Newsletter
Spring Newsletter
Special & Area Studies Collections Department Brochure
Featured Projects: Behind the Scenes
Light Pole Banners
The Libraries designed a light pole banner to utilize across campus in celebration of 100 years of Smathers. They feature a simplified version of the Centennial icon.
Utilize your campus resources! UF offers departments the opportunity to purchase advertising across campus. The Libraries requested two banners in front of each campus branch. We did experience an interesting reaction from the campus community. Within two days of spring semester starting, one of our banners was stolen. When UF Men’s Basketball won the national championship, another banner was stolen. Unfortunately, campus shenanigans do happen. We were able to secure one of the stolen banners a few months after it was taken. A positive attitude is a must when running a centennial campaign!
In the greater gainesville community
34th Street Centennial Mural
On Thursday, January 16, Smathers Libraries’ employees closed books and picked up paint brushes to add a new mural to the famous Gainesville 34th Street wall. The design highlights the centennial theme “Illuminating Excellence. Celebrating Our Libraries Past, Present, and Future.”
Featured Projects: Behind the Scenes
Fall Fest T-Shirts
For Fall Fest 2025, an annual Libraries' outreach event, the committee decided to use centennial branding on more than 500 giveaway T-Shirts!
For more information on this campaign, please contact Rae Riiska (head designer) or Alex Avelino (director of marketing and communications).