Seattle’s most beloved bookstore

Elliott Bay Book Co. Brand System

Background

CONTEXT & MY ROLE

Located in Capitol Hill, Seattle, Elliott Bay Book Company is one of the city’s most beloved independent bookstores. Although deeply rooted in the community, Elliott Bay’s visual identity had become outdated, its muted color palette and inconsistent designs no longer reflected the energy of the fast-growing neighborhood or the vibrant experience inside the store. With its relocation in 2010 and a steadily evolving customer base, there was an opportunity to create a new identity that honors the bookstore’s history while embracing a modern, welcoming, and exploratory spirit.

I led the effort to reimagine Elliott Bay’s brand identity, from research through design execution. This included analyzing the existing brand, studying audience behaviors, and building a new visual system that feels modern, friendly, and immersive. My work involved crafting a refreshed logo, typography system, and updated color palette, all designed to resonate with the bookstore’s community-driven, exploratory atmosphere.

GOALS

Create a modern, approachable brand identity that reflects the bookstore’s evolving role in the community
Capture the spirit of exploration, immersion, and discovery that defines the customer experience
Establish a cohesive, flexible visual system that aligns with the energy of the Capitol Hill neighborhood
Strengthen the bookstore’s connection to both longtime patrons and new visitors through consistent, inviting design

Elliott Bay Book Co. is a place where the community comes together to connect, grow, and get lost in the world of knowledge. We want to create a vibrant, inviting presence that stands out amongst the surrounding buildings and encourages people to step inside, and explore.

Tone & Style

We began the design audit by gathering visual references and defining tonal territories that captured a brand feeling of 20% inviting, 35% immersive, and 45% exploratory. Through this process, we distilled the core concept down to "a deep dive into curiosity" and finalized the mood board to guide the visual direction.

Typography

Logo & Headline: Quincy CF is a serif typeface with a tall x-height that makes the brand feel more friendly and approachable. Its warm letterforms and medium contrast create a smooth, flowing rhythm that adds a human, inviting touch to the overall identity.

Body: Gotham, a geometric sans-serif designed by Tobias Frere-Jones, features a tall x-height and wide apertures that enhance readability and create a clean, accessible look.

Illustrations
& Iconography

The new color palette and illustrations draw inspiration from three core elements: the sun, Elliott Bay, and the books themselves. By combining warm, soft letterforms with colorful, organic shapes, the visual identity captures the brand’s essence—playful, yet grounded and sincere.

Brand Guidebook

The Elliott Bay Book Company brand guidelines establish a cohesive visual system that reflects the bookstore’s spirit of exploration, community, and warmth. From typography and color palette to illustration style and tone of voice, the guidelines ensure consistency across all touchpoints while allowing room for creativity and growth.