The brand overhaul was done by Angus Hyland and his team at the Pentagram London office, and according to the design studio is an attempt to reconnect with existing readers, as well as find those all-important new ones.
Hyland has kept the the open book shape that people will be familiar with, but reduced some of the detail – allowing it to work more effectively at different sizes and in different environments. The serif typeface is now gone, replaced by a bespoke serif.
While many of us might have had a soft spot for the old logo, this is undoubtedly an improvement. There was always a hint of clip art about the previous motif, and it very much felt like the symbol of an educational company rather than a publisher.
Pentagram’s work brings it up to date, but also transforms it into a surprisingly elegant mark. It’s easy to imagine it embossed on books of all kinds.
The agency have also introduced a new tagline – For the curious – which reflects the diversity of content DK publishes.