CHALLENGE
At the time, Simon & Schuster had a separate social media account, name Hashtag Reads to target the Gen Z audience on its Teen book titles. It was apparent that the branding was outdated, confusing, and not tied to the wider S&S brand ecosystem. I was challenged to create a new brand identity for the imprint that would entice the target audience and leave enough for the internal marketing team to work with.
SOLUTION
After gathering research on current book cover styles and competitor research, there were emerging patterns of bright, neon colour schemes and bold typography that were popular amongst teen audiences. I thought about how to incorporate book visuals and hand drawn type into the styling of the logo.
RESULT
After several iterations and exploring different combinations for the logo, the client chose the final version. I gave a colour palette that could be swapped out for the logo depending on the theme, or title currently being promoted. The logo combined hand drawn elements and digital typography to give the result of Simon YA.
