‘The Green Book’ Uses Celebs, Tips to Appeal to the Public
A signature effort
“The Green Book” features a carefully crafted cover design in which its logo—a white, cursive “g”—is the only element of the cover appearing in a color unique to the rest of the cover.
“The idea is that people will recognize that the logo has something to do with the green movement and pick up the book because of that connection,” Choteborsky says. “When we saw the logo, it was kind of an ‘ah-ha!’ moment, where we realized we could use that logo in our e-mail blasts, signature campaigns and on all of our publicity materials to make it something that’s recognizable even outside the book. We think the logo is something that screams earth, unity [and] green … and we want people to see it and wonder, ‘What is that about?’”
- Companies:
- Crown
- Random House Inc.
Matt Steinmetz is the publisher and brand director of Publishing Executive.