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New Name, Logo, and Identity for Loqueleo by Pep Carrió
 

before

after

Reviewed Apr. 6, 2016 by Armin

Industry / Publishing Tags /

Established in late 2015, Loqueleo is a new imprint from Santillana — the leading textbook publishing group in Spain and Latin America — focused on children and young adult books. Loqueleo is sort of an evolution of Alfaguara Infantil, established in 1977, as it inherits all of its original titles after Alfaguara was sold to Penguin Random House in 2014 and will be available in over 20 countries. The name can be translated as What I Read or “whatiread” and its new identity has been designed by Madrid-based Pep Carrió.

New Name, Logo, and Identity for Loqueleo by Pep Carrió
Logo detail. With “O”-book icon separated from wordmark.
New Name, Logo, and Identity for Loqueleo by Pep Carrió
Color variations by age.

The old logo is based on the still existing Alfaguara logo which, even for a publishing company, is somewhat boring and its kerning is embarrassing, but that logo lives on, so no much to do about that. The new logo is super charming, with a very playful lowercase wordmark that has the exaggerated spurs that give it a great rhythm. Even the uppercase “Q” wedged in among the lowercase letters fits in perfectly. The logo comes in two configurations: the first, shown in the header image, where the “o” in the name is underlined with an abstract book graphic; and the second, shown in the logo detail, where the “o” and book underline are pulled out as an icon, leaving the wordmark without the decoration. Both work great and the book graphic is super simple and reads perfectly as a book; it’s also nice to see something with curves and not just the monoweight Adobe Illustrator effect.

New Name, Logo, and Identity for Loqueleo by Pep Carrió
Stationery.
New Name, Logo, and Identity for Loqueleo by Pep Carrió
Envelopes.
New Name, Logo, and Identity for Loqueleo by Pep Carrió
Letterhead.
New Name, Logo, and Identity for Loqueleo by Pep Carrió
Backs of something.

The applications are Corporate Identity 101 and I mean that in a good way. Simple, clean, effective. The addition of multiple colors is a playful bonus.

New Name, Logo, and Identity for Loqueleo by Pep Carrió
Various covers with the new design.

The branded covers are okay. A little dry but they get the job done. The cropped “O” that bleeds into the spine with the color-coded bar shooting out of it feels off-brand but I guess it makes for a good spine presence on the shelf with the black and white bars running parallel.

New Name, Logo, and Identity for Loqueleo by Pep Carrió
Book notebook.
New Name, Logo, and Identity for Loqueleo by Pep Carrió
Posters.
Introduction to Loqueleo. The opening part of the video has a cute premise in that it’s talking about three different age groups and for each person they are saying that “So and so just turned 13 books old” or “She is older than him, at 73 books old”, replacing books for years, extending the idea that we are what we read.

In addition to the more corporate side there is a promotional aspect to the identity where lively illustrations pop out from books in photos or the book graphic and it’s a great way to extend the idea of books coming to life and kids becoming part of the story. Overall, this is a lovely and appropriate new brand, from name to logo to applications.

Thanks to Brandemia for the tip.

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