A branding project for the books

Oct 20, 2020 | Agency Blog, Branding

There are some places in downtown Winston-Salem that Velatians frequently visit. Bookmarks on Fourth Street is one of them.

When Bookmarks approached Vela Agency during fall 2019 to discuss collaborating on several projects, we could not have been more excited. Laying the strategic groundwork for a refreshed campaign concept and logo makes us very happy and we were thrilled Bookmarks wanted our expertise.

Bookmarks began in 2004 as an organization that held an annual Festival of Books and Authors that brought New York Times best-selling authors to the southeastern region. From Maya Angelou to Dav Pilkey (Captain Underpants) and Diana Gabaldon (Outlander series), the festival attracts internationally known authors for book talks, classroom visits and meet-and-greets to inspire community conversations and literacy.

In 2017, Bookmarks opened a retail store after realizing the need for a downtown, independent bookstore with a space to host community events. All bookstore profits support outreach programs and help bring culturally relevant texts to libraries within the Winston-Salem/Forsyth County Schools. With stakeholders engaging with Bookmarks in many different ways, we wanted to help clarify its purpose to better communicate the breadth of its work.

In addition to messaging, we looked at refreshing Bookmarks’ logo to reflect its role as a social change agent and to target a more diverse and younger demographic. There were several parameters around the logo refresh that drove our process – the book graphic needed to be a part of the logo in some way and the name of the organization had to be prominent.

By refreshing the primary color palate (red, blue and yellow) to bold and exciting jewel tones, Bookmarks’ brand became clean, modern and reflective of its current audiences. With the refresh, we were careful to pay homage to the integrity of the logo while taking it to 2020.

In addition to the logo refresh, Vela developed a tagline for Bookmarks. The tagline, Books with Purpose, is about Bookmarks as a whole organization. It simplifies Bookmarks’ mission and the why behind what the organization does. It also alludes to the fact that Bookmarks is more than a store, more than a nonprofit and more than a festival.


The Vela team develops strong strategic foundations to serve as a base for creative campaigns, websites, and other marketing projects. Contact Vela Agency today to learn more about our process and capabilities.


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