Brief and Problem

In 2013, we were tasked with a brand refresh for local excess bookstore BookXcess. However, stepping away too far from their current identity would confuse longtime customers already used to their look.

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Ideas and Solution

We improved upon the existing identity with a lean, clean new logo and corporate identity. Less bulky and more timeless, the logo incorporates the warmth and charm that makes BookXcess great, and gives the store a new identity that's professional without being distant.