The Flathead County Library System announced last week that it has re-branded itself ImagineIF Libraries.

County library director Kim Crowley explained that libraries are no longer warehouses for books and periodicals and are instead “launching pads” for dreams and ideas.

“ImagineIF if all about expanding boundaries and exploring ideas,” she said. “ImagineIF is about transformative experiences every day and remarkable possibilities for the future.”

The Flathead County Library Foundation provided $40,000 in grant money to Ricochet Ideas, a Denver-based brand-building consulting firm, to create a new brand for the county library system, which includes a main library in Kalispell and branch libraries in Columbia Falls, Bigfork and Marion.

According to Crowley, there are many and diverse reasons for people to use libraries today — as a place to access technology, find entertainment, learn do-it-yourself skills and make friends.

One big change has to do with the way libraries typically charge patrons fines for overdue books and materials. County library staff say they don’t want the public to associate libraries with something negative, like fines. Crowley also notes that the library system typically collects $8,000 to $10,000 a year in fines, but it costs more in staff time to process the fines.

With all that in mind, ImagineIF Libraries will clear all its patrons’ fines on Monday, Jan. 13. It will also offer a “book bike” service at farmers markets this summer.

ImagineIF Libraries will celebrate its re-branding with a launch party at the Columbia Falls branch library on Wednesday, Jan. 15, from 4 to 6 p.m. with live music by Smart Alex, face painting, crazy paper airplanes, popcorn, hot cocoa and a wacky photo booth. The photo booth will run all week, from Jan. 13-18.

For more information, visit online at www.imagineiflibraries.org.