Chapters Indigo is arguably the largest bookstore chain in Canada. The chain is known for having a plethora of books, lifestyle products, and gifts. The company came into being after the merger of two major Canadian book retailers: Chapters Inc. and Indigo Books & Music in 2001. The visual identity of Chapters Indigo has undergone a few changes since its inception. These changes reflect the evolution and growth of the company in the literary and retail landscapes.
The Genesis of the Chapters Indigo Logo (2001 – Present)
In 2001, Chapters and Indigo merged to form Indigo Books & Music Inc., thereby becoming the largest book retailer in Canada. Post-merger, the logo featured the wordmark “Indigo” in black and in a modern sans-serif font against a white background, where the initial letter “I” has been replaced by the exclamation mark “!”. Further, below the wordmark are mentioned the constituent brands that are part of the Indigo Books & Music Inc. These include Indigo, Chapters, Coles, and indigo.ca. The above-mentioned constituent brands of Chapters Indigo were displayed in white against black rectangular backgrounds and in smaller sizes.
The Elements of the Chapters Indigo Logo
Font
After the merger of Chapters and Indigo in 2001, the combined logo initially retained elements of both brands. For instance, “Chapters” in serif and “Indigo” in sans-serif. Over time, the logo evolved to focus solely on “Indigo” by using a clean, sans-serif typeface and the names of its constituent brands below. The current Indigo logo features a simple, bold, and modern font. It reflects the shift of the company towards a digital-first cultural department store.
Colour
In 2022, Indigo refreshed its branding while keeping its blue/black colour palette and sans-serif typography. The updated visual identity introduced a more editorial typographic style. It blended classic and modern elements to maintain a playful yet sophisticated look.
Finally
Throughout its history, the Chapters Indigo logo has reflected the company’s journey from a traditional bookstore to a multifaceted cultural retailer. Each iteration of the logo encapsulates a chapter in the company’s story. It reflects the brand’s commitment to innovation while honouring its literary roots.