Branding & Logo Design
Argo Bookshop

Argo is an independent bookshop that has been operating in the Shaughnessy Village of Montreal since 1966. Hosting a wide range of genres, they specialize in offering books written by marginalized authors, for marginalized communities.

This project explores what a full rebrand and an expansion could look like.

Image displaying Argo brand stationery. Includes letterhead, envelope, and business card.

The proposed logo is composed of both a wordmark and a symbol, the latter holding two meanings. The symbol takes the form of a sail, paying homage to the ship from Greek mythology, after which the store was named. Additionally, it references the shape of a page being turned in a book.

The wordmark is written in a bold sans serif typeface to uphold the strong presence of the symbol. Together they create a simple yet distinct design.

Book cover design for "Our Missing Hearts" by Celeste Ng. Part of Argo's limited edition book covers.
Book cover design for "The Final Strife" by Saraa El-Arifi. Part of Argo's limited edition book covers.

Several bright colours have been used across the system to reflect the lively and radiant atmosphere at the heart of every culture. The brand's expansion also brings along limited edition book covers. These are made specifically to bring marginalized authors into the spotlight.

First half of bookmark designs corresponding to Argo's limited edition book covers.
Second half of bookmark designs corresponding to Argo's limited edition book covers.