ABRAMS, the pre-eminent publisher of illustrated books in America since 1949, is unveiling newly designed logos, a mobile friendly website, and prominent category campaigns, all with bold color design elements that truly reflect what ABRAMS does best: creating and distributing brilliantly designed books. Although ABRAMS' mission and profile have broadened beyond the conventional definition of art, art still remains in their DNA and informs how they approach publishing, and especially the company's identity.
As John Gall, creative director, adult art & design, said: "It came down to art and books. We created a straightforward logo featuring an A, with the slightly separated right-hand stroke representing the spine of a leaning book. It can be adaptable across the variety of categories and imprints, including children's books and more that we publish. Each title we publish has its own design and personality and the logo will adhere to that," Gall explained. "The logo also works well in new media formats, Gall emphasized, where it appears in small size, such as on smart phones.
As with any change, president and CEO Michael Jacobs said, "It's tricky to stay true to the tradition and ethos of the mark and yet continue to modernize it and make it more contemporary. But John did that very well." He called the rebranding "another step in the evolution of the whole company."
The children's imprints are also being modified. Chad W. Beckerman, creative director for Abrams Books for Young Readers, Amulet Readers, and Abrams ComicArts, added that the rebranding works well with the kids' books because "we share the ABRAMS culture of well designed, thoughtfully edited books that are enjoyed by children and young adults."
A key part of the new logo is also a continuation of the company's tagline: The Art of Books, which relates back to its origins. The company plans to launch several campaigns that riff off this motto such as The Art of Food & Drink, The Art of Craft and The Art of Style. This sentiment carries over to the company's social media channels that feature book interiors, recipes, cover reveals, and author takeovers. Follow along @ABRAMSbooks.
For a wonderful video introduction to the logo, click here.