REBRANDING BORDERS
Objective: This rebranding project aimed to identify the essence of the Borders brand and distill it. The objective then was to catapult the brand into an entirely new category while remaining true to its core essence.
Strategy: Borders was a publicly held bookchain that revolved around forming a community of people and providing them with knowledge and entertainment. After conducting an extensive research on bookstores around the world and how this business looks like in the tech-driven future, I came up with a new plan for Borders based on their core objective. Instead of just being a bookstore, the new Borders would aim to be a brand that fosters a communal feeling and connects people through a shared learning experience. It would be a place for a young audience to gain knowledge from other people in their own community.
The new mark for Borders is a combination of an owl and the infinity symbol conveying knowledge, wisdom and connection. In the infinity symbol, the circles sit side by side, implying equality between these opposing forces, while converging at a single point. The sign epitomizes the idea of “Two becoming one” and it stands for wholeness and completion. The mark makes a simple and bold graphic statement that can be adopted on different platforms. Our brand identity is a design scheme made up of a number of core elements and guiding principles that combine to create a distinctive look and feel that makes the Borders brand immediately recognizable.
THE EXPERTS
The Experts will curate information from the best sources on various topics. These talks, seminars and other informative events will lead to discussions that will open up one’s mind to various perspectives.
THE DOERS
Formed on the belief of learning by doing, The Doers love getting down and dirty. Make it, break it and put it all back together. They teach that hands-on learning is probably the most fun and satisfying for mind, body and soul.
THE MARVELS
Learning is more fun when you have the right kind of company. The Marvels reinforce the social aspect of learning through group based activities and interactive knowledge sessions.
THE VISTA
When it comes to learning, the only limit is your readiness to learn. The Vista is an environment that encourages the exploration of the new and sometimes even the unknown. It is unbiased to topics and welcomes every subject with an open mind.
