The goal of this new logo is to allude to the history of the bookstore while also making it obvious that it is a bookstore
Approach
The idea comes from the very recognizable underground symbol that came from the art deco period and is seen all throughout London. This is combined with books on a shelf to create a simple and memorable design.
Results
This new logo successfully combines both the element of the underground symbol and the books to allude to the street in London, UK, from which the store gets its name and to make it obvious to the viewer that it is a bookstore.
