Rebrand Roundup: Mills & Boon, Jaffa Cakes, The&Partnership and other stories

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Pentagram – Mills & Boon


Publishing house Mills & Boon has revealed a new visual identity, which has been designed by Pentagram partner Angus Hyland. The UK-based publisher was founded in 1908 and specialises in romance fiction, typically releasing 120 new titles every month. While its book subscription service is doing well, it is selling fewer books than it used to via traditional retailers such as bookshops and supermarkets. The publisher carried out customer survey research on over 1,000 people, which revealed that it's existing branding, cover design, finish


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