The Publishers and Booksellers Association of Thailand
Year: 2017
Client: The Publishers and Booksellers Association of Thailand
Type: Corporate Identity
Award: DEmark Award 2018, Graphic Design / Digital Media
The objective is to transform PUBAT’s image to be more friendly and approachable for people of all ages. This is to convey the message that reading concerns everybody regardless of age, genders, or occupations. The new design is intended to be simple, uncluttered, and universal to speak to international audience. This is achieved by the use of easily recognizable geometric forms which, at the same time, retains its abstract quality allowing audience to interpret.
The logo consists of three elements that keep the balance, symbolizing three players in the publishing business which are publishers, distributors, and readers. The three elements can be read and interpreted in a number of ways:
• Read as the letters P B A, each is the first syllable of the organization’s name: Publishers and Booksellers Association of Thailand.
• Read as a group of three people sitting together reading books
• Read as printer rollers which are operating.
The new CI also uses lower cases (pubat) instead of the previous upper cases (PUBAT) to reduce the degree of seriousness and to be consistent with the idea of creating a friendly and approachable image. The elements that made up the word “pubat” come from the same geometric forms in PUBAT’s logo to create a sense of connectedness between the CI and the logo.