|2010 Updated Logo|
There's some interesting views on this. Being re-branded by HMV and all, it looks like they spent maybe a day coming up with the new logo? (from Ian Middleton, commenting on Retail Week "Great new logo chaps. You must have spent literally minutes designing it. If you look at it long enough it morphs into all sorts of unfortunate shapes.") And the tagline? 'Feel every word'. That sounds awful and distasteful. Here is one snippet I caught from a review:
While these inventive takes on the logo are certainly more dynamic, it still feels that the identity itself lacks the confidence, even austerity, of the old one. It may still be a large corporate behemoth of a chain, but at least it looked like it remembered what bookshops used to be about. <link>
Some others who have worked at Waterstone's have commented on how it would have been better if they spent their money on improving customer service so that they can compete with Amazon (which is still leaps ahead). This is true. I have yet to see a store out-do the experience, save the fact that you cannot physically hold the book. Find interesting thoughts here.
Oh and MD Dominic Myers said:
"The new look and logo reflect what a great bookshop should be – alive, inspiring, and in tune with what readers are thinking."
Yeh, I don't think so. It just leaves me feeling rather pissed. Pray tell, how it is 'alive'? It has no more form or thought than the McDonald's 'M'. I guarantee you Mr. Myers that readers are thinking 'Huh, why?'