The new identity takes emphasis away from the supersized ampersand that had previously dominated visuals, shifting the focus to the whole Mills & Boon name—which is where the brand equity lies.
The graphic system and resulting style guide use a combination of tight crops and filters for the imagery, alongside considered typography and flexible colour palettes.
As well as the overarching brand, Pentagram worked with Mills & Boon to streamline its series model, developing directional concepts that serve as a standard for its in-house team.
The aspirational Modern series borrows from the aesthetic of style magazines, delivering a contemporary elegance that places the focus on characters.
The resulting covers allow readers to project their own fantasies onto the Mills & Boon promise, and are more appealing in a today’s retail environment.