SHARE _ LEARN

BORDERS REBRANDING

Identity System / Branding

FALL 2020

Design Objective
Rethink a “dying” brand with a new identity, but not change the original “mission” or the soul of the brand.

Course
Nature of Identity

Instructor
Hunter Wimmer

Keywords
Connection // Communication // Collaboration

Approach
Nowadays, people think that traditional bookstores are outdated, but the purpose of a bookstore is to share knowledge and connect people. That’s why I chose Borders, hoping that by breaking down traditional boundaries, I could find new ways for people to share and acquire knowledge.


This project’s deliverables are mainly print publications: Visual Strategy Guide, Visual Development Guide, and Visual Standards Guide. Each guide introduced how I rebranded Borders in each phase. In the Standards Guide, I set the standards for the new Borders and its brand extensions, which form its new business direction for the future.

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Process
Process

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Visual Identity
Visual Identity

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Bran Mission
Bran Mission

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Process
Process

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