What is it they say, when it’s not broken don’t fix it!

I couldn’t believe when I saw this on Creative Review today (by the way I have a few posts last couple of days, you would think I wasn’t busy, funny thing is I am busier than I’ve been in a while, think it’s procrastination!) anyway back to Waterstones.

I don’t get it, their new branding is a modern version of the old and doesn’t fit their business at all. What happened to the old book shop aesthetic which the serif type fitted perfectly. The new “contemporary” style just doesn’t suit the business. I like to think of a book shop as a placed filled with dusty (I know they are not but it’s my imagination) books, wooden lob-sided shelves piled on top of lob-sided shelves and lots of hidden hollows where I can sit undisturbed and mull over a book, a book full of Times New Roman. This new look just doesn’t fit the dreamish qualities a book shop holds for a lover of books!

Anyway have a look above and decide for yourself, maybe I’m stuck in the bookshops of old!