The American Book Center

ABC is a chain of book stores and cultural centers in Holland. We knew we wanted to give them branding that emphasizes the versatility found in art, literature, and culture, so we created a morphing logo that transforms according to which aspect of the chain’s offerings the viewer is looking at. This flexible identity adapts itself to the content and creates intriguing connections between the brand, the viewer and the displayed topics, increasing engagement and awareness while browsing.

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  • Client: ABC Holland
  • Year: 2013
  • Categories: Branding, Design & Print