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Little, Brown and Company was founded in 1837, publishing fiction and nonfiction titles from great American writers including great names such as Norman Mailer, Gore Vidal and E. L. Doctorow, and brilliant satirists like David Sedaris and Candace Bushnell. They are a publishing group under Hachette Book Group who is a subsidiary of Lagardère, a communications and media company. The previous identity was primarily an illustration of the Bulfinch Monument — a not-so-well-known Boston landmark. Hard to reproduce and a bit far from conveying literary notions for those unfamiliar with Little, Brown’s history. The new identity, created by Lance Hidy, employs Silica to craft a couple of typewriter keys, forming a monogram-like mark. Simple, reproducible, and memorable enough to work well on a book spine or in trade ads. Paired with a cleanly set nameplate when needed — this is a successful rebranding. You can read a bit more on the redesign and hear from Hidy over at The New York Observer.
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Otto’s comment is:
Slab serifs, typewriter keys, brown and black,
ahhh I miss the 70's.
M. ’s comment is:
Too bad. The old mark was a classic, and still very serviceable.
On Apr.30.2009 at 10:17 PM
Alex’s comment is:
Well, it's better than the original. I'd like to see it in use before I form an opinion.
On Apr.30.2009 at 10:19 PM
Mike’s comment is:
First word that came to my head was..."cute" for some reason. Maybe because I read it as Little Brown without the comma for a split second, or the clean and simple approach, or that they look like buttons. Cute little buttons.
I do see the typewriter keys as well. I love the new brand.
Rodrigo Müller’s comment is:
love it. just that simple.
On Apr.30.2009 at 10:43 PM
GregT’s comment is:
"Cute" was my reaction, too. And clever. But might it be a little too lighthearted for books on all subjects? I'd hang onto the Bulfinch Monument mark for books about the Holocaust.
On Apr.30.2009 at 11:33 PM
The Frankl Project’s comment is:
Both the typewriter keys and the sans serif caps are nice. Separate and together. But I dislike the proportions or something.
On May.01.2009 at 12:58 AM
BJN’s comment is:
Nice mark. The round typewriter keys pay tribute to the to the writers Little, Brown & Co. has published. The new mark speaks to the heritage of the publisher while losing the strange 19th century vibe of the old mark (a bit of Proctor and Gamble engraving weirdness).
On May.01.2009 at 01:00 AM
Erik at Logo Critiques’s comment is:
The typewriter keys caught my attention right away. I like it.
On May.01.2009 at 07:53 AM
Dale Campbell’s comment is:
definitely didn't see typewriter keys, but I think in it's simplicity lies something memorable.
Keep well,
Dale
Fish’s comment is:
very clever. very nice.
On May.01.2009 at 08:37 AM
Lucas Human’s comment is:
I think I would rather the "AND" as and ampersand. I am picturing it set not in the same typeface, or if it must be then maybe in different weight/style/alternate/etc.
Which would shorten up that line length a bit and might resolve my indifference about that as well. But that's just me and my love for the ampersand.
On May.01.2009 at 08:48 AM
Leland Witter’s comment is:
I think it would look really nice embossed on a book cover, especially if the key outlines were gold.
On May.01.2009 at 10:21 AM
Kabir’s comment is:
I saw it and immediately thought typewriter keys. Love it.
On May.01.2009 at 10:37 AM
jRod’s comment is:
Always a big fan of the classic look (that doesn't over use script fonts). Nicely done.
On May.01.2009 at 11:01 AM
DScott’s comment is:
Relatively simple and nice- the typography has some spacing issues. The letterforms in "LITTLE" set a precedence of lighter, more open spacing. The forms in "BROWN AND COMPANY" naturally appear tighter and should have been more loosely kerned to accommodate. The simplicity of the mark really makes the irregularity in the typeface spacing jump out.
On May.01.2009 at 12:08 PM
Peter Esko’s comment is:
I do love the simplicity but...I worry that the keys alone might yield an awkward space between the two. Part of me wants to see if the keys are used primarily with or without the nameplate. There is good potential and it is a great improvement over the original.
On May.01.2009 at 12:15 PM
ArnoldP’s comment is:
Simple, Clever, Appropriate, Beautiful
On May.01.2009 at 12:19 PM
donKelly’s comment is:
Very nice... since I knew Little,Brown was a publisher I picked up on the typewriter keys motif. very nice.
Here, simplicity works so damn well.
Calvin Buchanan’s comment is:
I like the mark, but the "L" and "B" need a little more breathing space inside the circles. But overall very nice.
On May.01.2009 at 01:00 PM
billdaksleki’s comment is:
Hmmm... Coke Classic fiasco. Abandon a 180 year identity history for a trendy new design that blends in to obscurity, and starts the company back to day one. Not smart. Got to give those designers something to do I guess.
On May.01.2009 at 01:21 PM
john’s comment is:
I don't believe Andrew Sabatier would find this mark primed for greatness. Clearly, it is looking to see, not to look. And thus, it commits a fatal flaw by demonstrating itself to be stuck in logoland. I disapprove.
On May.01.2009 at 01:50 PM
chris’s comment is:
Krome Barratt warns against using two circles side by side like this, especially with the dark innards. Why? The associations with predatory animals. Seriously. It has an ominous and dark feel to it that is not inviting.
The old logo functions like a real colophon. Much more elegant in my opinion.
On May.01.2009 at 02:04 PM
Jem’s comment is:
A bit too twee, for mee.
Gene’s comment is:
Hmm.
One could argue that typewriter keys are just as outdated and unknown as the Bullfinch Monument. Especially the keys from an old manual Underwood.
Still, how refreshing to see a logo that doesn't pander to "today's youth."
Mark’s comment is:
I like it.
Nice and simple.
I'll miss the little illustration though, it was neat.
On May.01.2009 at 05:22 PM
V as in Victor’s comment is:
I have to say, I didn't see the typewriter keys at all, but once I read the explanation, the mark really came to life for me. I don't know that most people will pick up on it, but it's got a little of the FedEx arrow in it that way. I like it.
On May.01.2009 at 06:33 PM
Von k’s comment is:
Association with predatory animals? Seriously? Who looks at two circles and thinks "oh, something wants to eat me--I'd better run for my life!" Give me a break.
On May.01.2009 at 09:59 PM
Katey’s comment is:
Nice. Two great marks for two great companies in a row. Can BN go for three?
On May.02.2009 at 12:52 AM
Ruben Navarrette’s comment is:
Very ho-hum, nothing really unique or memorable here.
Kevin Richardson’s comment is:
This is definitely an improvement in the sense of modernizing the brand as well as creating a much higher production value. However, I can't seem to overlook the fact that the combination of the "L & B" icon coupled with the type, looks like a not so smiley face.
On May.02.2009 at 06:25 PM
Glenn Sakamoto’s comment is:
The original mark had style and grace. The new one, though modern, lacks texture and a harmonious pairing. And who even knows what a typewriter is anymore?
On May.03.2009 at 09:37 PM
obse.’s comment is:
Two eyes and a mouth.
I can't help but seeing a weird frog.
God bless pareidolia.
On May.04.2009 at 10:07 AM
Neil’s comment is:
Excellent redesign but I can't help but feel that a bit of heritage has been taken away. I have no idea what the Boston Bulfinch Monument is, but there's just something quite nice about the way it's been rendered. It feels old. And I suppose I associate books with being old and of more value.
On May.04.2009 at 11:14 AM
Sam potts’s comment is:
Wow, that's depressing. Could typewriter keys be any a) cornier and b) out of date? If it's old, change it! If it's old and good, change it anyway!
On May.04.2009 at 03:30 PM
Ylva’s comment is:
I think it's quite sad when every bit of history is thrown out, for an idea that feels quite childish with its generic metaphor.
The colophon quality of the old one made for very literary connotations, thank you very much - not every restaurant has to have a logo with a fork. It looks fine, but still.
On May.05.2009 at 02:57 AM
JeffT’s comment is:
I also prefer the old one. Seems more bookish and classic.
On May.05.2009 at 09:32 PM
JeffT’s comment is:
And its a shame as I can imagine a design which updates it but maintains something of the heritage and look.
On May.05.2009 at 09:34 PM
Alex’s comment is:
Specific heritage (the historic old colophon) traded for generic "heritage-ness." In other words, why, if redesigning, jettison something unique and specific to the company in favour of a logo that references the obsolete technology of an antique manual Underwood? The typewriter keys are a ubiquitous and anachronistic cliche in the writing/publishing world and hence a puzzling choice.
On May.13.2009 at 11:38 AM
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