Disappointed with Waterstones

The only reason I am diverting from usual protocol to write about Waterstone's new branding and logo is because the store holds a special place in my heart. When the stores first appeared, I blinked at seeing one at my usual shopping venue - a proper, rich bookstore, all laid out beautifully with places to sit and read. The interior was grand - black and gold and the red carpet. It encapsulated the world of the written word beautifully (I tell it like it is because to a girl of 12, it was a gorgeous place to be, seeing as the local library was the alternative for sniffing out decent reads). Now here was a store!

Pre-2010 logo

2010 Updated Logo

Alas how that has been eroded away to be replaced by an inverted attempt at what Borders once had. I didn't not like Borders but it always felt more chaotic in there, while there was a decent sort of hush in a Waterstone's. I would like to ask why the company (HMV) thought this was necessary when the bookstore had such a powerful brand attached to its name - one could argue it held a certain antiquity but isn't the world of books supposed to have that sort of feel; that we enter into a place that holds tales and knowledge influenced by years gone by. Call me lame but it was a such a great alternative to the bland Borders brand from the USA. This was a little more...dare I say?...British. *shrug* I mean it's a sad day for the consumer really, when variety is leached from the market - we used to have the sweet and quirky Ottakar's with it's orange and green, well catered to the kids market. Alas, that too has been swallowed whole.