26. WINK
The philosophy behind the logo for Bookmarked—Target’s new book club—comes down to two words: bold and simple. “We wanted something very classic, so that it would work across different artistic cover sensibilities,” says Richard Boynton, a partner and designer at Wink. “Fiction, nonfiction, fantasy. The logo had to live within varying genres.” This straightforward design approach also helps the mark grab attention in a sea of in-store signage.

When Wink started the project, there were several other names being considered for the club, including Well Read and Target Book Club. Ultimately, the logo became the determining factor. “We probably did five logos for the three names,” Boynton says. “They all centered around something classic, using the iconic look of the book but each with its own distinctive concept.” The winner is two simple tomes stacked vertically to form the letter B with a red bookmark trailing out. The latter reinforces the Target brand and reminds Boynton of those red, velvety slips of fabric that mark a reader’s spot in old books.
Michelle Taute