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Baker & Taylor 1


Baker & Taylor

Charlotte, North Carolina  |  Business to Business | Rebrand

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Baker & Taylor 1


Baker & Taylor

Charlotte, North Carolina  |  Business to Business | Rebrand

 

“This is truly a new era for Baker & Taylor, this new image conveys our strategic direction.” 

TOM MORGAN, CEO, BAKER & TAYLOR

 

Before and After

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Baker & Taylor is a leading distributor of books, videos, and music products to libraries, institutions and retailers worldwide. They have been doing business for 181 years and in more than 120 countries. However, younger, well branded, much smaller competitors were gaining marketshare on the market leader.

GOAL: Have a brand that was congruent with being the leader.

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Baker & Taylor 2


Defining Difference

Baker & Taylor 2


Defining Difference

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The FORGE Brand Formation Workbook

It all starts with knowing yourself and understanding your competitors. Baker & Taylor had a clear strategic direction and understood who they were. They just didn't have a congruous visual identity.

Baker & Taylor was in the process of making large investments in future technology to maintain their leadership. The brand needed to be aligned with  strategic direction and the demands of the market. 

For Baker & Taylor, the creative direction was a blend of an efficient delivery with a rich 200 year history. Also, the identity needed to include five key divisions into one family look.

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Baker & Taylor 3


Course Correction

Baker & Taylor 3


Course Correction

Baker & Taylor's Brand Challenges

Over the years, B&T's Brand had become scattered and outdated.

  • B&T's main competitor looked bigger, more congruent, more modern, well integrated, and like a family.
  • B&T's identity did not portray their strategic direction. It made them look like they were stuck in the 70s'.
  • The challenge was to convey their 200 year history while being modern–with an eye on future technology.
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Baker & Taylor 4


Tell the Story

Baker & Taylor 4


Tell the Story

Story of a Servant: Serving humanity by delivering instruments of inspiration, education and entertainment.

Libraries and cats have a long history together. Patience and Fortitude, the world-renowned pair of marble lions that stand proudly before the majestic New York Public Library. 

Your typical cats earned their room and board at libraries by keeping rodents from eating the glue and binding off of the books. Baker and Taylor were the pride of the Douglas County Public Library in Minden, Nevada. Baker and Taylor carried on the long tradition of working library cats. The pair spent much of their time at the checkout counter. Many people dropped by just to see them.

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Baker & Taylor 5


Develop Symbols

Baker & Taylor 5


Develop Symbols

Pillars Pointing to the Future

Icons communicate a message by using universal symbols that all humanity can identify with instinctively. The four pillars represent the Greek foundations of wisdom, knowledge, philosophy, and learning.

Brand Architecture provides strategic alignment, organization, and relationships of the sub-brands to the master brand. Consistency and uniformity of elements provide a quick and intuitive communication device.


MASTER BRAND

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SUBBRANDS

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Baker & Taylor 6


Set the Standard

Baker & Taylor 6


Set the Standard