Waterstones reverts to original logo
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Bookseller Waterstones has scrapped its Venture Three-designed sans serif marque and reverted to its previous Baskerville logo. Venture Three has also been involved in the new branding process.
The original logo
The company has reinstated its former Baskerville serif font with a capital W, which was used prior to Venture Three’s May 2010 rebrand. It has also dropped the apostrophe from its original title.
A statement from Venture Three says, ‘Since James Daunt became managing director [of Waterstones] in July last year, we’ve been working closely with a new management team and a new vision for the business.
‘Digital is revolutionising the bookselling business. But there’s no plan to become a fully digital company. With the rise of Amazon and decline of local libraries, Waterstones is proud to be a physical space where you can discover, pick up and read new books. The serif font is a reminder of this offline presence. And a nod to the era of the traditional bookshop.
‘At the same time, Waterstones are fully on board with digital. In fact, dropping the apostrophe was in part chosen to make the name easier to type, while being a more accurate match with its URL and other online expressions.
‘And there is a bigger thought here. The change liberates the brand from the proprietary world of one man, and takes it into a new space. One that embodies the combined efforts of hundreds of booksellers, the management team, and millions of customers. With the deftest of strokes, the Waterstones brand has been released to the nation.
‘As the business strategy has been transformed, so the brand has changed. This first element certainly references the past, but looks to the future. And there is more gorgeous brand work to appear that will take this idea further.’
Daunt says, ‘Waterstones is an iconic brand deserving a capital W, and a font that reflects authority and confidence - Baskerville does just that.’
‘Waterstones without an apostrophe is, in a digital world of URLs and email addresses, a more versatile and practical spelling. It also reflects an altogether truer picture of our business today which, while created by one, is now built on the continued contribution of thousands of individual booksellers.’
The new logo will gradually be implemented across all touchpoints including written communication, display material, online and shop fits and refurbishments.
Venture Three’s 2010 rebrand
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Readers' comments (15)
Ray Vellest | Thu, 12 Jan 2012 0:17 am
While I do appreciate the fact that Waterstone's original brand is highly recognisable as a traditional and valuable brand, I believe the rebranding was spot-on and brought the brand to a new era. I wonder if the decision to revert to the original brand was made based more on the challenges of transition than anything else.
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Andrew Brown | Thu, 12 Jan 2012 10:06 am
Could be a mistake, moving backwards.
"Waterstones is an iconic brand deserving a capital W, and a font that reflects authority and confidence...Baskerville does just that."
Also old fashioned, traditional and safe - perhaps not the best place to be right now in this crazy digital age?
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Victoria Osborne | Thu, 12 Jan 2012 1:57 pm
How odd, I was just thinking about this the other day.
I saw the shop on Trafalgar Square has the sans serif logo but I still see shops with the old serif logo and I wondered when they would all be consistent. I thought to myself that it was a shame as I prefer the serif logo so I am pleased to see they are reverting back. I agree that Baskerville does have more confidence, strength and relevance than the sans serif.
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Anonymous | Thu, 12 Jan 2012 2:10 pm
When will England learn to stop dumbing down every brand and turning the high street into a pre-school wonderland? Congratulations to Waterstones who realised just in time that they were falling into that same trap - and had the courage to turn things around.
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Adrian Barber | Thu, 12 Jan 2012 2:11 pm
The attention given, the quality, experience and knowledge of the staff and the ambiance of the store is far more important in promoting the Waterstones brand, in these rocky times for the high street than the logo.
Companies can promise what they like but ultimately it is the experience when visiting the stores and the recommendations from PEOPLE we trust which will form our opinions and on going relationships with these brands.
Take note all the Sheds that sell technology!
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Trevor Stanesby | Thu, 12 Jan 2012 2:15 pm
I was never convinced with the sans serif version and think it a brave decision to revert back. I prefer the established Baskerville.
However, it's strange times we live in with companies experimenting with their branding. Not sure this translates so well with those of us who see the waste of money used in such exercises.
Just think they could have given Joe Public a discount instead :)
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Anonymous | Thu, 12 Jan 2012 2:32 pm
Waterstones.... waterstones.... Waterstones... a new MD means a time for a 'rebrand'?
VentureThree, Venture3.... your comments please?
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Paul Leach | Thu, 12 Jan 2012 4:35 pm
Hmmmm, we've just had a similar situation with a new brand ID. Our client felt that the sans serif 'W' looked like a bum/pair of boobs. Cue some snazzy bastardisation ;) They had a point though.
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Mark Astle | Fri, 13 Jan 2012 11:41 am
What about the stories about the dropping of the apostrophe? Are they true, or just a PR stunt to make us all really happy when they decide not to drop it after all?
Although it would probably end up as a foot mark instead of an apostrophe anyway...
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David | Fri, 13 Jan 2012 11:47 am
I thought it was Ironic that a book seller would opt for an illiterate re-brand - swapping their correctly capitalised identity for one with a lower-case w.
As such I am very glad to see it revert back to the correct form and I sincerely hope they won't spoil it by doing something stupid like ditching the apostrophe or anything...
...oh wait. Never mind.
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