FORGE | where ideas take shape

Burning Media Group in New York, NY, the strategic marketing agency representing Baker & Taylor, contracted FORGE for B&T’s rebranding initiative. Prior market research suggested that B&T needed a brand that would convey energy and success in the digital age, but would also communicate its sense of stability and a strong connection to its history. The branding and creative team at FORGE explored the best way visually to communicate these attributes and B&T’s position as the leader in its industry.

Drawing inspiration from images of the columns of the New York Public Library, FORGE created a brandmark that depicted books pointing up and off into the future. To relate to different types of media and markets, FORGE chose four distinct colors of books. This approach seemed to fit B&T’s requirements, and the client was extremely pleased with the outcome.

“This is truly a new era for Baker & Taylor,” said Tom Morgan, CEO of Baker & Taylor. “This new image conveys our strategic direction.”

Kimberly Kuo, Executive Vice President of Marketing agreed, “There’s rich thinking behind those four columns, too. The four pillars represent the Greek foundations of wisdom, knowledge, philosophy, and learning. They are also a reflection of Greek theater, which connect story, meaning, entertainment, and culture. That’s the perfect image for a company whose people are passionate about books, movies, and music.”

Business Papers: FORGE continued to build upon the foundation of Baker & Taylor’s striking new brand by incorporating two supporting brand elements: overlapping text from historically famous writers including Mark Twain and Charles Dickens. This unique application of carefully chosen excerpts builds upon the modern feel of the brandmark, yet incorporates the foundation of language: the written word. This brand element also hints at the digital transformation of the publishing industry and rapid delivery of communication in today’s culture.