Waterstone's whips out its pendulous dugs

Logo makeover goes titsup titsdown

LogoWatch Bookseller Waterstone's has decided that its brand frontage paradigm needed a bit of a 21st-century makeover, and has managed to come up with a happening, mamtastic alternative to its dusty old logo.

Yes indeedy, after paying an unspecified amount of hard cash to whalesong and joss-stick botherers Venture Three, Waterstone's now boasts a whopping pair of pendulous dugs the better to punt creamy print goodness.

Those of you whose preferences lie elsewhere might be tempted to liken the graphic to a complete bunch of arse, but either way, you've really got to ask yourself what on God's Green Earth was wrong with the old logo.

Sadly, or perhaps mercifully, we've been unable to locate the traditional revelatory blurb which explains in mind-expanding detail the effortless transition from serif to san serif, epitomising how Waterstone's has reinvigorated the client interface with an emotionally invigorating, bold and yet simultaneously tactile big fat "W". ®