Waterstones is one of the most recognised book retailers in the UK, with a rich history that spans decades. Along with its growth and evolution as a company, its logo has undergone several iterations to reflect changing times, branding strategies, and design trends. This article explores the history and evolution of the Waterstones logo and details the milestones in its visual identity.
The Genesis of the Waterstones Logo (1982 – 1989) (Unavailable)
When Waterstones was founded in 1982 by Tim Waterstone, the logo reflected the minimalist and classic aesthetic of the time. The original design featured a serif typeface with the company name written as “Waterstone’s” (with an apostrophe) to emphasise timelessness. The monochromatic colour palette made it versatile and suitable for a variety of uses, from shopfronts to book bags. However, the said logo is unavailable as of today.
(1989 – 2004)
In 1989, the Waterstones logo featured a big “W” and the full brand name in uppercase below in a Baskerville serif typeface. Placed against a white background, the wordmark in black reflected classic elegance. It also aligned with the company’s vision towards embracing traditional aesthetics in book publishing.
(2004 – 2010)
In the 2004 logo iteration, an apostrophe was introduced in the text in title case to make it appear “Waterstone’s.” Also, the letter “W” in black above the text in a Baskerville serif typeface from the previous design was retained.
(2010 – 2012)
In May 2010, Waterstones unveiled a new visual identity designed by the London-based branding agency, venturethree. It featured both the letter “w” and the full brand name below in lowercase and in a FS Albert Pro font instead of the earlier serif font. The logo was accompanied by the tagline “Feel Every Word,” which reflected a modern and casual approach to branding. The rebranding aimed to modernise the image of Waterstones and appeal to a younger audience.
(2012 – Present)
In January 2012, under new ownership and leadership by managing director James Daunt, Waterstones reverted to its earlier design style. Consequently, the Baskerville serif font was reinstated. The logo featured a capital “W” for prominence and authority and the brand name in full below it. Here, the apostrophe was dropped from “Waterstone’s” to align it for digital versatility and practicality.
This redesign emphasised the collective contribution of thousands of booksellers rather than focusing solely on its founder. However, the removal of the apostrophe sparked controversy, with some critics arguing it was grammatically incorrect. However, linguists supported the change as a branding decision rather than a grammatical issue.
(2016 – Present) (in stores)
In 2016, the logo iteration was made to feature in a few refurbished stores. It did away with the “W” sign and featured only the wordmark “Waterstones” in uppercase and in a Futura typeface. The individual letters of the wordmark were spaced apart.
The Elements of the Waterstones Logo
Font
The current Waterstones logo features the Baskerville serif font, which is known for its classic and elegant appearance. This typeface was reinstated in 2012 after a brief period of using a sans-serif font called FS Albert Pro, which had been introduced in 2010. The decision to revert to Baskerville was driven by the desire to embody authority and confidence. According to the managing director James Daunt, “Waterstones is an iconic brand deserving a capital W and a font that reflects authority and confidence—Baskerville does just that.”.
The Baskerville font is particularly fitting for a bookseller, as it is commonly used in printed literature, which resonates with readers and book lovers. Its serif style enhances readability and aligns with the traditional aesthetics of book publishing. The choice to drop the apostrophe from “Waterstones” also reflects a modern approach. It made the brand name more versatile in digital contexts while emphasising the collective contribution of its booksellers.
Colour
The colour scheme of the Waterstones logo has traditionally been black and white, which conveys simplicity and sophistication. This monochromatic palette allows for versatility across various applications, from store signage to digital platforms. The use of black not only adds a sense of elegance but also ensures high visibility and legibility, crucial for a retail environment where clarity is key.
In recent years, Waterstones has maintained this straightforward colour approach to reinforce its brand identity. The simplicity of black text against a white background enhances the logo’s impact and keeps the focus on the typography itself, reflecting the company’s commitment to literature and reading.
Finally
The Waterstones logo and its various iterations reflect the brand’s journey through changing times and customer expectations. From its origins in 1982 to its present-day iteration, the logo has balanced tradition with modernity to ensure its enduring appeal. Thus, by thoughtfully adapting its visual identity over the years, Waterstones has remained a beloved icon in the literary world.