Waterstone’s original logo.
Waterstone’s is one of the best known booksellers in the UK and its brand is recognised all over the nation. The bookstore went trough a rebranding by the brand identity firm Venture Three, but recently James Daunt, managing director of Waterstone’s reinstated its former Baskerville serif font with a capital W.
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.
Venture Three version.