Waterstone's 'flexible' rebrand to reclaim the high street

<p>Waterstone&#39;s new look will be rolled out across 20 stores by autumn. Stores including Picadilly, Deansgate and Nottingham will be among the first to display the new &quot;flexible&quot; logo and tagline &quot;feel every word&quot;, <a href="../news/118049-waterstones-unveils-new-logo.html" target="_blank" title="http://www.thebookseller.com/news/118049-waterstones-unveils-new-logo.ht... was revealed yesterday</a> (10th May).</p><p>Waterstone&#39;s said the new branding was part of the retailer&#39;s long-term plan to reclaim its place on the high street as a &quot;booklover&rsquo;s paradise and a champion of great writing&quot;. <a href="../news/115016-waterstones-unveils-new-strategy-to-city.html.rss" target="_blank" title="http://www.thebookseller.com/news/115016-waterstones-unveils-new-strateg... rebranding was first mooted at parent HMV&#39;s investors&#39; conference at the end of March</a>. Managing director Dominic Myers said: &quot;The Waterstone&rsquo;s brand occupies a special place on the high street.&quot; He added: &quot;The new look and logo reflect what a great bookshop should be &ndash; alive, inspiring, and in tune with what readers are thinking.&quot;</p><p>The W of the Waterstone&#39;s logo has been designed to be flexible so it can be used in different ways for different genres and stores, for example with varying colours or words within it. The retailer said the tagline, emphasised what was at the heart of Waterstone&rsquo;s business: &quot;the books themselves&quot;. Window displays will focus on the books, with quotes and bold imagery.</p><p>The new look was designed by brand agency venturethree and worked on as part of the retailer&#39;s standard marketing spend. It is understood that no additional costs were levied. Venturethree worked with focus groups to research the brand.<br /><br />Shop fronts, bags and uniforms will also change over time, with the first 20 stores the top priority. The timing of the rollout to stores beyond the first 20, will be reviewed once those have been completed, Waterstone&#39;s said. The new branding will be also used on consumer advertising.</p>