Crossword symbol
![](https://freight.cargo.site/t/original/i/16de7b09a0f394246064d3c53b0f21817f4bfb6ace174fbd558ffbb5f791f25c/Crossword-For-Website-09052022-1-5.jpg)
![](https://freight.cargo.site/t/original/i/57280ee4ca58ea548de93b9a04238bbda387c8796299cd7b8e402d4cad9bee20/Crossword-For-Website-09052022-1-1.jpg)
We were asked to design a new symbol for Crossword. The earlier symbol placed the brand as being a destination for many things. The new symbol provides an inflection point for the brand to course correct its larger purpose; of being recognised first as a bookshop.
The development of the symbol in some sense set the tone for the store design language; concise, clear, silent, and the ideal balance between impact and timelessness.
The development of the symbol in some sense set the tone for the store design language; concise, clear, silent, and the ideal balance between impact and timelessness.
The complete identity is formed by a new symbol and the previous word mark. By doing so; we achieve
1. Continuity between the past and the new
2. No disruption in brand recognition and a sense of renewal.
The new symbol is both utilitarian and poetic; having the right balance to express the brand ethos. Formed by a simple line that reflects a book, the symbol appears in black against a custom yellow.
1. Continuity between the past and the new
2. No disruption in brand recognition and a sense of renewal.
The new symbol is both utilitarian and poetic; having the right balance to express the brand ethos. Formed by a simple line that reflects a book, the symbol appears in black against a custom yellow.
The new symbol carries itself into several collaterals across the shop, on related collaterals and merchandise.
![](https://freight.cargo.site/t/original/i/a986f8dc13f18666af37a90c3019d1a8f71059dbcec2256ac11408593bbf89f5/Crossword-For-Website-09052022-1-4.jpg)
![](https://freight.cargo.site/t/original/i/1e3de50ad35a719d8cbf6bbff4d501db085739aad0b0fe1318e46c4ec8ecfabd/ASDS---Crossword-KC_0784_TIFF-Full-Res_Web.jpg)
![](https://freight.cargo.site/t/original/i/12184bcbe5891ebdf446f857f2d5b64b4107c28dc12b1b73ac4db4bc8c32bcaa/Crossword-KC_0153_HDR_JPEG-Full-Res_Web.jpg)
![](https://freight.cargo.site/t/original/i/ff67b760607895b0881b7e39b5cf6acacfd50ca45157b423a4d972e5670576e8/ASDS---Crossword-KC_0970_Web.jpg)