Simon & Schuster

Industry:Publishing, Literature, Media

Deliverables:Brand Strategy, Visual Identity, Experience Design

Recognition:
Fonts in Use Feature

Description:A publishing institution with a century-long legacy, undergoes a strategic rebranding following the US government's intervention to thwart Penguin Random House's acquisition bid. This shift heralds a new era for the company, positioning it as a champion for underrepresented voices and diverse narratives.

Simon & Schuster now serves as a beacon for small-scale and marginalized authors, reshaping the literary landscape by elevating unconventional forms of expression. This rebranding initiative encapsulates the company's commitment to fostering dialogue and inclusivity, envisioning a literary culture that transcends boundaries and embraces controversy as a catalyst for meaningful discourse.

Background

The global publishing landscape is primarily controlled by five major publishing conglomerates, boasting diverse imprints catering to various audiences and genres. Ranked by annual revenue in 2022, they are Penguin Random House, Hachette, HarperCollins, Macmillan, and Simon & Schuster.

Founded in 1924 by Richard L. Simon and M. Lincoln Schuster, Simon & Schuster has since established itself as a prominent force in the publishing world. Producing approximately 2000 titles annually, the company is renowned for its diverse imprints and roster of notable authors.

Statistics & Insights

Strategy

A brand manifesto was crafted to embody Simon & Schuster's renewed values, positioning it as a beacon of independence, free from media influence. It champions emerging authors, diverse perspectives, and transparency in editorial and acquisition practices. The brand is committed to shaping the future of publishing through mentorships, conferences, and industry initiatives.

Logomark

The redesigned logo merges an ampersand with an "S," symbolizing unity and Simon & Schuster's role in connecting diverse genres, authors, and media. Using the PP Editorial New typeface, it achieves an elegant, classic, yet modern look. The logo works standalone, with type, or as a stamp mark, and pairs with author autographs for unique collaboration lockups.

Guidelines

A comprehensive 65-page branding guidelines book consolidates essential information on brand values, personality, voice, history, taglines, copywriting, logo variations, color schemes, typography, grids, patterns, and practical use case examples. Its purpose is to facilitate a smooth transition of the new brand identity to both in-house designers and external designers who may be unfamiliar with Simon & Schuster's branding standards.

Print

Digital

The new brand identity thrives beyond print, with a digital experience that allows users to easily view and purchase books, with frequent events and promotions that highlight small and diverse authors. By having a more curated and refined browsing experience, Simon & Schuster can compete with online marketplaces.

Event

Brand Architecture

Simon & Schuster's brand structure encompasses three distinct publishing divisions: Adult, Children, and Audio. Within each division, there are over 50 imprints, each boasting its own distinct brand identity. By integrating the new Simon & Schuster wordmark alongside these established imprints, we facilitate their alignment under the overarching Simon & Schuster umbrella, while preserving the integrity of their individual logos.

To showcase the versatility of the updated brand architecture, Simon & Schuster established a new imprint within its Children's Publishing division called Voyager. Specializing in a diverse range of books spanning kids and young adult fantasy genres, Voyager distinguishes itself with a vibrant, colorful palette and enchanting, fantastical illustrations, in contrast to the overarching institutional identity.

Collaborations

In alignment with Simon & Schuster's renewed commitment to fostering diversity of expression and viewpoints, a collaborative marketing campaign was created in partnership with the American Library Association's Office for Intellectual Freedom. This initiative aims to spotlight historically banned and censored books, offering them at a discounted rate of 50%. Additionally, bespoke collaboration posters are crafted for each book release, harmonizing existing book branding with the overarching institutional identity.

CreditsInstructor: Charles Lin
Typefaces: Pangram Pangram IBM Book Binding: ArtCenter College of Design Copy Center

Recognition Fonts in Use Feature

Home

Next