LAGOM
A brand identity for Lagom, the health and lifestyle imprint of Bonnier Books UK ↗. The imprint has existed for several years but it was time to start a new chapter by repositioning it and refreshing the brand identity to drive it forward.
A Swedish and Norwegian word, Lagom means ‘just the right amount’ but can also be translated as ‘in moderation’, ‘in balance’ and ‘perfect-simple’. This informs their tagline: ‘books for a balanced life’.
Lagom are passionate about books that provide fresh perspectives on physical and mental wellbeing and offer practical tools to benefit readers’ health, lifestyle and mindset – which is exactly what they offer their largely female audience who value expertise and authenticity.
Lagom describe themselves as positive and open, so we wanted a creative solution to reflect this and the simplicity the brand portrays. Inspired by the feeling of beginning a new book or chapter, the ‘L’ was designed as an open book to form the logo. The colours suggest calm and positivity – with a typeface that’s clean, contemporary and light in weight.
In the press
The Bookseller ↗