DK

DK is an award-winning publisher that specialises in illustrated reference books on a wide range of subjects including travel, science, and lifestyle. 

The brand wanted to refresh its brand identity to help its books and other content stand out in both the physical and digital worlds.

I partnered with design agency Pentagram, who were developing DK’s new visual identity, to create a fresh brand narrative based around the company’s purpose to inspire, educate and entertain.

A new brand tagline – “For the curious” – focuses on DK’s vision to both inspire curiosity and enable discovery. It also directly addresses DK’s readers, who are attracted to their visually appealing and insightful catalogue by a desire to learn more about the world.

From children to adults, everyone can have their curiosity stimulated and satisfied by a DK book. And the “For the curious” tagline features on the back cover of new DK releases.

I also developed a range of long and short-form narratives to tell the DK story for different audiences and media platforms, from the brand website to social media.

This Pentagram case study has more insight on DK’s brand refresh.