Virgin Publishing has been renamed Virgin Books, with its corporate identity created by Start Design. Start Design is one of Virgin's preferred suppliers and has been responsible for the identities of Virgin Atlantic, Virgin Mobile, V Shop and the original identity for Virgin One three years ago.

 

One of the greatest challenges for Start, which presented ideas in January, was to create an identity that would work across a variety of media from 5mm book spines to stationary, catalogues and exhibition stands, according to a spokeswoman. Brand guardian Ashley Stockwell says the brief was to create an identity that reflected the parent brand identity and its brand's character.