Waterstones, the UK’s largest high street bookseller, has today revealed a new logo for the company. It reinstates the much-loved Baskerville serif font with a capital W and no longer features an apostrophe.
James Daunt, Managing Director of Waterstones said: “Waterstones is an iconic brand deserving a capital W, and a font that reflects authority and confidence – Baskerville does just that.”
“Waterstones without an apostrophe is, in a digital world of URLs and email addresses, a more versatile and practical spelling. It also reflects an altogether truer picture of our business today which, while created by one, is now built on the continued contribution of thousands of individual booksellers.”
Oh man, British people being outraged is so cute! Somone should do a tumblr or outraged Britons speaking
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