Blackwell's is the UK's leading academic and specialist bookseller. Blackwell's required a more visually interesting brand without swaying away from the sophisticated nature of their business.
Starting as a family-run business, providing
a personal service and going the extra mile are the key to this business. Using the sophisticated footnotes symbol — a visual language widely recognised by academics — allows the business to take one step closer to their customers. e.g. "Closed" sign that lets potential customers know that they can visit the online bookshop after hours.