Current colour scheme used in Waterstones ads. Warm, friendly, inviting colour palette

Semiotics used by the client

Black and white logo. Serif font face – upmarket, resepecatble brand for the main logo. Using the alphabet as a symbol ‘W’ / logo for themselves

Waterstones combines connotations with its upmarket logo connotating a smart brand, with its bright coloured colour less formal adverts for its promotions combining connotations to create a new one.
Waterstones as a brand and in its ads contain the connotation that its is an is a fun lively brand and shop through its informal ad’s with bright colours and illustrations but also that it can be trusted and a quality product will be purchased than can be reliable through its upmarket logo and brand perception.

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