A Bookshop, 1732

An identity that had to look as if it had always been there.

A bookshop this old does not need a new look; it needs its look written down. I went through the shop's receipts and bags back to the nineteen-twenties and found one mark nobody had meant to stop using.

We redrew it, set rules for it, and changed almost nothing else. Most customers have not noticed, which is the compliment I was after.