LOGO
The Chapters logo, a combination of a keyhole and a multicolored staircase, was designed around the sentiment of “Unlocking the next chapter” and "Step into a new chapter". Some descriptions of the logo's tone are mysterious, intriguing, and adventurous. The mark deviates from orthodox branding for bookstores that feature books, bookmarks, pages, and more. The primary typeface for the brand is Hepta Slab Bold, and the secondary typeface is Avenir Medium.
Different variations of the Chapters icon which can be used for patterns, merchandise, and other paraphernalia.
CHAPTERS BRANDED BOOKMARKS
Chapters branded bookmarks
tote bag featuring main logo & wordmark
tote bag with branded logo pattern
Chapters tote bags: the left displays the main logo, brand name, location, and year, while the right has a pattern with one of the icon variations.
chapters employee short sleeve t-shirt
chapters employee long sleeve t-shirt
Chapters employee t-shirts that feature the logo and come in a dark grey.
