Bookseller Waterstones has undergone a change in its brand identity, dropping the apostrophe from its name and returning to its Baskerville serif font logo.
James Daunt, managing director of Waterstones, said: “Waterstones is an iconic brand deserving a capital W, and a font that reflects authority and confidence – Baskerville does just that.
“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.”
The new design and spelling of the logo will gradually be implemented throughout all store, online and across all communication.