A bookstore’s identity is one of the most powerful factors in building off the competition. It is the design of the bookstore that largely determines the brand recognition and the attitude of customers. The identity also solves a number of additional problems. It greatly simplifies the development of a bookstore chain and markedly reduces its advertising costs.
According to the results of a survey by the ProBooks portal, consumers’ interest in paper-based literature is now noticeably declining. Readers are increasingly favoring e-books and are in no hurry to buy printed versions of publications. Therefore, promoting a bookstore requires a comprehensive approach.
To occupy its niche and successfully compete in the market today, a large assortment and loyal pricing policy are no longer enough. Efforts should be made to create a comfortable atmosphere for visitors to read and buy books. This is exactly the task that bookstore retail design solves.
Bookstore brand identity development is done based on several factors. Want to know more about it? Consult with the professionals at COLORO branding agency.
Development of corporate identity elements
Forming a brandbook for a chain of bookstores or a small bookstore begins with the development of key elements of corporate identity. It is a logo, slogan, a set of brand colors and employee uniform design.
Bookstore logo
The logo of the bookstore can be safely called a business card of the brand. Attracting attention and memorable emblem performs several functions that are unique to it. It sets the store apart from competitors, informs about the level of service and increases customer confidence in the brand.
Slogan
A short and capacious motto informs about the brand philosophy and creates a certain emotional image in the minds of the target audience. The slogan is easy to remember and evokes stable associations with the brand. This element of the identity is equally necessary as a large chain of bookstores, and a small bookstore.
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Brand colors
The color palette used in bookstore design has a direct impact on the psychology of the customer. It sets the mood, evokes certain emotions and makes the audience make unconscious choices in favor of the brand. Improperly chosen tones have an irritating effect on visitors and discourage them from making a purchase. Therefore, it is necessary to take into account the characteristics of the target audience – average age, income level, status and their life position.
Employee uniforms
The unique and easily recognizable style of employee attire helps build a trusting relationship with bookstore visitors. Also, uniforms contribute to team building and improve the microclimate within the company. It increases each employee’s level of responsibility and makes them involved in something bigger than themselves.
Application of the brandbook of a chain bookstore
The book boutique chain’s identity serves to create positive associations and reinforce brand credibility. Brand identity elements should attract attention as often as possible and constantly remind customers of the brand philosophy.
The main carriers of the bookstore logo
- Signage. Attracts the attention of potential customers and forms a general idea of the brand.
- Showcase. Performs a promotional role – informs the audience about discounts, new editions of books and the store’s assortment.
- Directions. Draw attention to new products and serve to navigate visitors through the sales floor.
- Discount cards. Remind potential customers about the brand, give them the opportunity to receive discounts, bonuses, participate in promotions.
- Flyers, booklets, catalogs. Inform you about the company’s events.
- Souvenirs. Contribute to brand credibility.
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Examples of bookstore design
The corporate identity of a bookstore depends on several factors. This, the size of the trading platform, genres of literature on sale and many other nuances. Familiarize yourself with the identity of popular foreign bookstores right now.
Moscow House of Books
The logo of the bookstore chain is an open book on a white background. The slogan “All the books are here” speaks of the huge range of printed editions and the possibility to buy literally any book.
The design of the sales floor focuses on restraint. A spacious hall, rows of shelves parallel to the incoming flow of visitors, standard stands and island modules guide the customer through the entire area of the store. This approach allows for rational use of space and the assortment of books by genre and format.
Archizines Pop-Up Shop
The designers of Archizines Pop-Up Shop (New York) decided to emphasize books as much as possible and decorated the interior in a minimalist style. The books hung on the walls and placed on specially designed shelves create a weightless effect. The unusual furniture emphasizes the surrealism of the interior and allows visitors to fully immerse themselves in the magical world of fiction.
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El Ateneo Grand Splendid
A special flavor of the corporate style of the bookstore is given by the rooms with history, previously used for other purposes. For example, in Buenos Aires, Argentina, there is a very real abode of spiritual food. El Ateneo Grand Splendid Book Salon is housed in a former theater building, and the bookstore’s selection includes more than 120,000 books. To create an appropriate atmosphere, a professional tapper plays tunes from once popular plays in the evenings.
Poplar Kid’s Republic
The creators of Poplar Kid’s Republic (Beijing) used futuristic design in the design of their children’s book store. They managed to recreate the atmosphere of popular works for children and make the most cherished dreams come true. Round, porthole-like reading niches and a floor on several levels appeal to little ones. The smooth curves of the book shelves and other design elements create a festive mood and make you want to visit the store again and again.
Tell A Story
The original Tell A Story bookstore (Portugal) deserves a special mention. The mobile second-hand bookshop is housed in a small 1970s van. Cruising the streets of Lisbon, it stops in tourist areas and offers visitors to the capital classic works by Portuguese writers. This approach maximizes the reach of the target audience and minimizes the cost of maintaining retail space.
Trade House of Books “Moscow”
The creators of the Moscow book trading house’s identity decided to abandon the traditional concept and proposed a new format. The designers erased the boundaries between bookshelves, café and presentation pavilion. The style of the bookstore is favorably emphasized by a new logo with exclusive typography. The emblem is in the form of the letter “M” and a heart symbol. The brand slogan “My favorite bookstore” speaks about the opportunity not only to buy books, but also to spend leisure time with a book over a cup of hot coffee.
When developing a corporate identity and logo for a bookstore, a professional assessment of the factors influencing visitor loyalty is very important. After all, as we know, the devil is in the details. Entrust the development of corporate identity of the bookstore to the professionals of branding agency KOLORO.
