In an earlier edition of Good Stuff, just over a year ago, we reported our dislike for Waterstones' rebrand, which we felt lacked authority and any sense of the brand's rich heritage.
We're relieved to hear that Waterstones is now reverting back to its original branding - well, almost. The apostrophe has been dropped to better equip Waterstones for the digital world (much to the disgust of the Apostrophe Protection Society!). According to Waterstones MD, Jim Daunt:
“Waterstones is an iconic brand deserving a capital W, and a font that reflects authority and confidence - Baskerville does just that.”
We couldn't agree more.
Source: The Bookseller