SHARE _ LEARN
Identity System / Branding
Rethink a “dying” brand with a new identity, but not change the original “mission” or the soul of the brand.
Nature of Identity
Connection // Communication // Collaboration
Nowadays, people think that traditional bookstores are outdated, but the purpose of a bookstore is to share knowledge and connect people.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.