LB Reinvigorates Its Identity

Little, Brown and Company updated its logo for its adult and children’s divisions. The renovation involved abandoning the image of Boston’s Bulfinch Monument and replacing it with a combination of an “L” and “B” suggestive of keys from a vintage typewriter.  Little, Brown publishers Michael Pietsch and Megan Tinsley sought an identity that would be shared by both the adult and children’s divisions as they have done previously, and would also function more effectively across multiple media, in advertising, and online.

The revamped logo was designed by Lance Hidy, co-founder and art director at David R. Godine, former art director at the Harvard Business Review and consultant to Adobe Systems and Eastman Kodak.  Many will recognize his work in the timeless Ansel Adams “Yosemite and the Range of Light” hardcover.

The design, which features the Silica typeface, emphasizes Little, Brown’s focus upon writers and writing over time.  Few people use typewriters any longer, yet the typewriter key design is instantly recognizable, echoes our enduring experience with books, and recognizes our relationship with the keyboard to translate ideas and stories into text on the page or screen.

The LB typewriter keys reflect self knowledge that should build confidence in readers.  Writers will appreciate its identification with the craft of writing and editing books. Does this brand identity authentically express Little, Brown and Company’s vision, goals, values, voice and personality?  Does it reinforce loyalty to the house that Evelyn Waugh, P.G. Wodehouse, A.J. Cronin, C.S. Forester, J.D. Salinger, Lillian Hellman, William Manchester, Nelson Mandela, and Peter Hamill helped build?  This writer and reader believes it will. Time and Little Brown’s author and title selections will decide.