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Faber will be changing its visual identity, including slimming down the iconic “ff ” logo, as part of a new branding strategy.
Will Atkinson, the company’s sales and marketing director, described some of the changes during a talk about the importance of creating a brand at yesterday’s (11th October) Frankfurt Book Fair. He said: “The Faber logo has had to have a little diet as it didn’t look right online. It will be trimmed down as it just looked a little fat.”
The publisher will be making other changes to its visual style, to ensure it can communicate its message directly with consumers. “Brand is a shorthand to meaning,” Atkinson said. “And our brand is about longevity and quality. For me, the brand is the
residue of 83 years of publishing.” He described how the idea of creating separate imprints at Faber was something he was strongly against, and that the overall Faber brand meant selecting books that fit the brand, rather than working the other way
round.
“There are some books we do, like crime novels, where we have to follow the rules of the market in terms of what you put on the cover. But for the things we are known for, our poetry, our film, our music, our arts list, we will brand hard,” he said.
Atkinson added that they could no longer rely on retailers to be their “conduit” for consumers, and pointed out the biggest driver of sales for them was broadsheet reviews. He summed up: “In a time of uncertainties, brands will do very well.”