Subterranean Books

Northfound’s work with Subterranean Books began when they opened their doors in 2000. Seeking to position them as an urban hub for savvy readers, a logo and brand centered around an underground figure, distinctive typography and a quirky book/brick motif were developed. Twenty years later, a new blue was introduced and the original logo was pared to just the type, reflecting the store’s grown-up status and setting up the brand for its next chapter in business.