BookXcess launches defining new logo
A GOOD brand name is worth more than money. Just ask Andrew Yap, co-founder and managing director of BookXcess, Malaysia’s leading remainder bookstore chain.
BookXcess sparked a “reading revival” when it launched its first bookstore tucked away in a small corner in a medium-size shopping mall. It was stocked with a decent stockpile of books for all ages and interests – and priced affordably, well below traditional market rates.
“Our primary mission remains unchanged. We want to foster the joy of reading as a natural habit. To that extent, we have achieved several milestones along our 10-year journey, but there’s much more to be done to achieve that ultimate goal.”
“The business has evolved from the idea that knowledge is a right, not a privilege. Our goal from the beginning has always been to nurture the curious mind. It’s natural to seek knowledge, to explore, to search for answers to the unknown,” Yap says in a statement.
In celebrating its tenth anniversary, BookXcess invested in a rebranding exercise with a new logo that aims to stimulate curiosity and inspire imagination for those who want to cultivate the enjoyment of reading and learning.
In the new logo, the “eyes” in the word “Book” depict curiosity. The “eyes” are also used as recurring and novel visual features for in-store wayfinding,
“The new logo embodies the kind of quirkiness that is part of the BookXcess DNA. The new teal colour of our logo represents a bold and distinct break with the past. We have, however, included a tinge of orange as a secondary colour in the corporate palette to link our branding to the earlier brightly-tinged orange BookXcess logo,’’ he notes.
Although resistance to change is to be expected, feedback from regular BookXcess customers has been positive. Yap says most of them have agreed the logo is fresh and stands out. “Our hope is that the logo makes a strong impression, reflective of our business model in targeting those with inquisitive minds and a penchant to learn through reading,” he says. Apart from its latest store at The Starling in Damansara Uptown, BookXcess is scheduled to open its biggest store within the next few months. Three of its smaller stores at 1 Utama, SS15 Courtyard in Subang Jaya and Centro in Klang are now rebranded as BookXcess XS targeted specifically at book fans looking for hidden gems. As part of its 10th anniversary, BookXcess launched the “Read by Example” campaign by engaging some of Malaysia’s successful and influential leaders, including Marina Mahathir, Deborah Henry, Alex Yoong and Kuah Jenhan to share what books inspired them as children and the benefits of reading to individuals and society as a whole. The videos featuring these personalities have been uploaded on BookXcess’ Facebook page. The main trust of the rebranding exercise, notes Yap, is to offer customers a rewarding experience and curating the best selection of books at hugely discounted prices.