Atlas Navigates Publishing World by Branding His House

“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.”