Creative Review - Out with the new and in with the old
Waterstones’ identity has moved from Baskerville in full caps, to regular type (top row); to FS Albert Pro in 2010 (bottom left); and now, back to Baskerville, but without an apostrophe (bottom right)
In its second rebrand in as many years, Waterstones has ditched its 2010 identity, reverted back to Baskerville type and dropped an apostrophe. Frivolous? Well, with apparently only a handful of some 275 stores to change back to the old identity, the move is effectively bringing the previous rebrand to a halt. And that might be cheaper…
I’m going to use the fact that I live in Scotland as my excuse for only noticing the sans serif rebrand a month ago! {:D Cos you know, we’re so behind the times… ;)
