New DK logo is clean, modern and keeps those serifs – hurray!

(Image credit: DK / Pentagram)

Leading publisher DK – formerly known as Dorling Kindersley – has had a modern rebrand courtesy of Angus Hyland at Pentagram. The update encompasses a new tagline ('For the curious'), refreshed brand narrative, and a clean, confident new visual identity.

The striking new DK logo is a particularly welcome update. The previous brand marque (below) – also designed by Pentagram – was starting to look a little overthought and old-fashioned. The detailed, multicolour design was also not well suited to use in digital contexts. 

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Ruth Hamilton

Ruth spent a couple of years as Deputy Editor of Creative Bloq, and has also either worked on or written for almost all of the site's former and current print titles, from Computer Arts to ImagineFX. She now spends her days reviewing mattresses and hiking boots as the Outdoors and Wellness editor at T3.com, but continues to write about design on a freelance basis in her spare time.