"It’s as if the publishing house was an author in its own right," James Atlas told the Observer’s Leon Neyfakh for today’s article on Atlas & Co.’s quest to brand their books. Doree Shafrir told you, branding is everywhere.
And so, every book in his spring catalog—technically Atlas & Co.’s first ever—will prominently feature the company’s logo set in white lettering against a black vertical stripe along the left side of the cover.
Mr. Atlas said he hopes readers will eventually start recognizing the logo, and consequently develop loyalty to the Atlas & Co. brand. "What we are trying to do is to create a brand that identifies us very closely with each of our books," he told The Observer, "so that it’s not a random assortment of titles but a reflection of a particular sensibility."