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wordmark “Indigo” in black and in a modern sans-serif font against a white background, where the initial letter “I” has been replaced by the exclamation mark “!”.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.
The History of Chapters Indigo
Chapters Indigo is the largest bookstore chain in Canada, which is known for its wide selection of books, lifestyle products, and gifts. The company was formed through the merger of two major Canadian book retailers: Chapters Inc. and Indigo Books & Music in 2001.
Chapters Inc. was founded in 1995 as a result of a merger between Coles and SmithBooks, which were two of the largest bookstore chains in Canada at the time. Chapters introduced a “big-box” bookstore model, wherein large retail spaces offered a vast selection of books, magazines, and gifts.
Indigo Books & Music, on the other hand, was founded in 1996 by Heather Reisman. She was a businesswoman who envisioned a bookstore chain that combined books with a curated selection of lifestyle products. In 2001, Indigo acquired a controlling stake in Chapters, which led to the merger of the two companies to form Indigo Books & Music Inc. This created Canada’s dominant bookstore chain, which offered a mix of books, gifts, home décor, and wellness products.
Indigo faced increasing competition from digital retailers and shifting consumer habits. The company experimented with a “cultural department store” concept, wherein it offered a broader range of lifestyle products. In 2023, Indigo experienced cybersecurity issues and leadership changes, which led to a period of restructuring. However, despite these challenges, Chapters Indigo remains a key player in the retail book market of Canada. It blends books, lifestyle, and digital offerings.
Interesting Facts About Chapters Indigo
- The founder of Indigo, Heather Reisman, was originally a venture capitalist. She saw an opportunity to create a bookstore that combined books with a carefully curated selection of lifestyle products.
- Before the merger in 2001, Chapters and Indigo were rivals in the Canadian book retail market. Indigo ultimately acquired Chapters to create a single dominant bookstore chain.
- In recent years, Indigo expanded beyond books and introduced a “cultural department store” model. It sells home décor, wellness products, tech accessories, and gifts.
- In 2009, Indigo helped launch Kobo, which is a Canadian e-reader brand designed to compete with Amazon’s Kindle. Although Kobo was later sold to a Japanese company (Rakuten), it remains one of the top e-reader brands.
- In 2023, after a cybersecurity attack, Indigo stores temporarily stopped accepting cash payments and relied only on credit and debit transactions until systems were restored.
- In 2018, Indigo opened its first U.S. store in New Jersey, with plans for further expansion. However, the company later scaled back its U.S. ambitions due to financial challenges.
- Indigo operates Heather’s Picks, which is a curated selection of books personally recommended by the founder Heather Reisman. These books often receive special promotions and in-store displays.
- The Indigo flagship store at Bay & Bloor in Toronto is one of the chain’s largest locations. It spans multiple floors and features books, lifestyle products, and a cosy reading atmosphere.
- The company has faced criticism over issues like leadership changes, employee layoffs, and the shift away from books toward lifestyle products. Some long-time customers have expressed concern about the bookstore’s evolving focus.
- Indigo’s Plum Rewards and Plum+ programs offer members discounts, special perks, and early access to promotions. This makes it one of the most popular bookstore loyalty programs in Canada.
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.