Positioned prominently in the SoHo neighborhood of New York City, McNally Jackson is an independent bookstore focusing on local writers and artists. The owner, daughter of the large family-owned Canadian chain McNally Robinson, saw the value in both utilizing the equity of the family name while also shifting their focus to a more sophisticated urban audience. We retained the green and circular shape from the previous mark—with slight adjustments to be more distinct and memorable. The accompanying crest—a quill and leaf—reflects the owners' past history as writers themselves, and their clear passion for sustainability.
