THE PROJECT

Logo before Rebranding

Logo before Rebranding

The owner of the Green Toad Bookstore understood that he had a perception challenge. Having inherited a logo that might be considered fantastical in design, new owner Jim Havener wanted to convey that his store, in fact, was much more than a children’s bookstore. The goal was to clearly define Green Toad Bookstore as an oasis for book enthusiasts of all ages and interests. Through a collaborative approach, I worked closely with the client to develop his true vision for the store, a sophisticated and distinctive Main Street destination in the college town of Oneonta but with a look and feel that could be found in a trendier location like Bushwick, Brooklyn.  The new direction is a nod to the historic charm of the store while also making it feel contemporary.

Green Toad Bookstore After Rebrand

Green Toad Bookstore After Rebrand

DELIVERABLES

Original deliverables for this project included a new logo, bookmarks, lettering for the store window, truck, and exterior signage. Since the end of the initial scope of work, I am in the process of working with the owner and an outside web developer to produce a new website for the store along with additional collateral in the form of flyers, digital ad units and print ads that are easily customized and adjusted by employees of the store.  The owner wanted a contemporary cosmopolitan feel for the logo, something to stand out in our more traditional downtown. I developed the active toad, abstracted lily pads, stacked books and combined the art deco and modernist typefaces to tie the brand together.

RESULTS

The client reports a great amount of positive feedback from individuals who visit the store as well as the hundreds of likes when the logo was placed on the store’s Facebook page. Sales at the store went up 13% during the holiday season (compared to the same time the previous year) and almost a year after the rebranding, the client reports that he continues to hear praise about the look and feel of the store and the materials that represent it.