In this project, I developed a brand standards guideline for the reimagined Borders, now a small business bookstore dedicated to books, knowledge, and community activism. The goal was to create a brand identity that reflects authenticity, playfulness, and a welcoming atmosphere, reinforcing Borders as a beloved neighborhood bookstore and a hub for literary engagement.

The logo is central to this rebrand, featuring a whimsical, hand-drawn book that embodies the store’s friendly and approachable nature. A thoughtfully curated color palette brings vibrancy, representing the brand’s playful, contemporary, and community-driven spirit. Additionally, the typography was carefully selected for its unique and inviting qualities, ensuring that every design element aligns with Borders’ mission to inspire and uplift through literature. This brand identity successfully showcases Borders as an anchor of authenticity, inviting the community to engage in meaningful literary experiences.