
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.
The History of Waterstones
Waterstones is one of the most iconic booksellers in the United Kingdom, known for its vast collection of books and its role in fostering a love for literature. Waterstones was founded in 1982 by Tim Waterstone, a former executive at WHSmith. Dissatisfied with the traditional approach to bookselling, he sought to revolutionise the industry by creating a chain of bookshops that combined the charm of independent bookshops with the efficiency of a large retailer. The first Waterstones store opened on Old Brompton Road in London.
Tim Waterstone’s vision was to provide a curated selection of books tailored to local tastes. This strategy quickly gained popularity, and the company expanded rapidly across the UK. By 1993, Waterstones had become a leading name in British bookselling.
In 1993, Waterstones was sold to WHSmith. Under its new ownership, the company continued to grow but faced challenges as it tried to balance its unique identity with corporate management. Despite these difficulties, Waterstones remained a favourite among book lovers for its knowledgeable staff and well-organised stores.
In 1998, WHSmith sold Waterstones to a consortium that included Tim Waterstone himself, EMI, and Advent International. However, this partnership was short-lived. In 1999, HMV Group acquired Waterstones and merged it with Dillons, another bookshop chain.
During this period, Waterstones faced increasing competition from online retailers like Amazon and supermarkets offering discounted books. To adapt, the company launched initiatives such as loyalty programs and online sales platforms. In 2011, Russian billionaire Alexander Mamut purchased Waterstones through his investment firm A&NN Group. James Daunt was appointed managing director, marking the beginning of a transformative era for the company.
Today, Waterstones is a thriving chain with over 280 stores across the UK and Europe. It remains committed to promoting literature and fostering a sense of community among readers. Despite challenges from digital competitors, it has maintained its relevance by adapting to changing consumer preferences while staying true to its roots.
Interesting Facts About Waterstones
- Tim Waterstone, who founded Waterstones, came up with the idea for the bookshop after being fired from WHSmith. He used his redundancy money to start Waterstones, which aimed to create a bookshop that offered a more personalised and curated experience.
- With over 280 stores in the UK and several international locations, Waterstones is one of the largest bookshop chains in Europe. Its widespread presence makes it a central part of many communities.
- Unlike many large retail chains, Waterstones allows its store managers significant autonomy in selecting which books to stock. This approach ensures that each store reflects the tastes and interests of its local community.
- When James Daunt took over as Managing Director in 2011, Waterstones was struggling financially. However, Daunt came up with some innovative strategies, such as giving stores more independence and focusing on customer experience, which turned the company’s fortunes around. He is now recognised as a leading figure in the fight to keep physical bookshops relevant.
- The brand’s tote bags have become collector’s items for book enthusiasts. Featuring literary quotes and elegant designs, these bags are as beloved as the books themselves.
- Many Waterstones stores are known for their “bookshop” dogs”—dogs that belong to staff members and are allowed to roam freely in the stores. Customers often enjoy interacting with these furry mascots during their visits.
- Waterstones’ flagship store on Oxford Street in London was once the largest bookshop in Europe. With its sprawling layout and multiple floors, it became a must-visit destination for bibliophiles.
- Waterstones launched its own publishing imprint, Waterstones Editions, to offer exclusive editions of popular books. These editions often include special covers, introductions, or additional content, which made them highly sought after by collectors.
- Waterstones has a long history of hosting author events, book signings, and literary discussions. Some of the world’s most famous authors, including J.K. Rowling, Margaret Atwood, and Neil Gaiman, have appeared at Waterstones stores to meet fans and discuss their works.
- In 2012, Waterstones made headlines when it decided to drop the apostrophe from its name (previously Waterstone’s). The decision was made to simplify the branding and align it with digital platforms, but it sparked debates among grammar enthusiasts and loyal customers.
- During the COVID-19 pandemic, Waterstones became a source of comfort for many readers. Its website and social media channels offered reading recommendations, virtual events, and updates on the latest releases. This way, the bookshop helped people stay connected to books during challenging times.
- Waterstones has made efforts to support independent publishers by featuring their books prominently in stores and promoting them to a broader audience. This initiative helps lesser-known authors reach new readers.
- Many Waterstones stores feature in-house cafés that offer customers a cosy space to enjoy coffee or tea while browsing books. These cafés have become a key part of the Waterstones experience as they blend relaxation with literary discovery.
- In recent years, Waterstones has taken steps to reduce its environmental impact. This includes initiatives like recycling programs, reducing plastic usage, and supporting sustainable publishing practices.
- Waterstones established its own children’s book prize to celebrate and promote outstanding books for young readers. This annual award has helped spotlight talented authors and illustrators in the world of children’s literature.
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.