ORIGIN/ Find a dying brand and revive it for a new life. The brand can be repositioned and expanded from where it presently sits, but it has to keep the core meaning.
PATH/ I updated the brand to more accurately reflect the values of Borders. Who said a smart brand couldn't be playful and enjoyable? We will accentuate Borders' playful and charismatic way of spreading knowledge with the new identity. A common practice at this point in the creative process is to identify concepts related to Borders and its products or services. These concepts are used to inspire visual representations of the company.