The visual identity that was developed for the Escola Viva library in Brazil is composed of a matrix that symbolises open books in a variety of colours. The logo forms the letter “B”, which stands for “bibloteca” (library) in Portuguese. The identity also contains other illustrations based on the original matrix. They are colourful compositions that not only represent the symbol of the open book, but also illustrate the wide variety of content found in books. These fictional worlds arouse curiosity and are designed to emotionally appeal to the target group.