A couple of weeks back retailer Waterstone’s unveiled their new brand identity on their website and throughout all their stores. The bookseller has changed its logo and created a new strap line – “Feel every word”, which both feature on waterstones.com.
Many people, agencies and sites were quick to jump in and critique the work, which is always to be expected in ‘new’ brand development. Having had a few weeks to absorb the move though I revisited the work with an open mind to have another look.