This publisher's new logo has an ingenious hidden message

The new Hodder & Stoughton logo
(Image credit: Hodder & Stoughton)

The rule is that a good brand name should roll off the tongue. But that's not always possible when you're a 155-year-old publishing house named after your founders. And Hodder & Stoughton, part of the Hachette group, is one of those brands pronounced wrong by many people.

That's a bad thing for a brand. It generates doubt and anxiety. People might even avoid saying the name for fear of the embarrassment of pronouncing it wrong. So when it came to rebranding, the publisher began to look at whether there was anything it could do to help people out. The result is an ingenious new logo that links the brand's visual identity with its name.

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Joe Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.