The name Farshore is driven by the idea that opening a book, opens a world of endless possibilities – a world full of colourful characters and exciting adventures, where reality is just as wondrous and fascinating as fiction. By encouraging children to step inside a world outside of their own, books create a positive impact which goes far beyond the words on a page, to help support academic achievement, build family relationships, and promote wellbeing.

A confident, playful visual identity captures the spirit of the new name. The unique brand emblem sees the wave-like pages of an open book appear within the negative space of the initial F, and a fresh colour palette draws direct inspiration from the shoreline – from pebble to sky. The bold simplicity of the new word mark is complimented by open, friendly, sans serif typography, and a palette of expressive illustrations interact with photography and characters to create a common thread in showcasing the publisher’s vast array of content.

The new brand elements will be used across a range of applications, from book spines to online, as well as an engaging animation which brings the emblem to life. Communicating with warmth and character, the name and visual identity is also playing a key role in helping to launch the brand into the world – inspiring the community art project, Paper Beach. More than 2,000 children will see their handwritten, typed, or drawn answers to the question ‘where does reading take you?’ brought together with those of leading authors from around the globe, in a giant artwork with a backdrop by artist Hayley Restall.

Continuing the legacy of Egmont Books, the Fareshore brand will work hard to inspire, surprise and delight – encouraging all children to take their first steps on a journey towards a life long love of books, fulfilling the ambition to make every child a proud reader, and ultimately, securing the future of publishing.