Longman gets rid of old image

Recently merged educational publisher Addison Wesley Longman is introducing its new corporate identity and a revised Longman brand identity. Design is by Bamber Forsyth.

The Pearson-owned publishers Addison Wesley and Longman merged in January 1995. Both the US-based Addison Wesley and Longman will continue as separate brands.

Bamber Forsyth has given the long-established Longman boat symbol a “contemporary and dynamic form”, according to Bamber Forsyth director of consultancy Clare Fuller.

Longman, which draws on a 270-year heritage, had a brand image which “was becoming rather tired and dated”, adds Fuller. “This project is a key building block in correcting these perceptions.”

The consultancy is now working on guidelines for exploiting the design on Longman’s 7500 book covers and other material such as the publisher’s catalogues and point-of-sale items.

Bamber Forsyth is not yet redesigning Addison Wesley’s brand identity. “But,” says Fuller, “we would like to help them.”