Though the stone-clad facade of the beloved bookstore remains the same, a new chapter has begun for William Stout Architectural Books in San Francisco. Designers at LoveFrom, an office serendipitously located across the street from the bookstore, created a new visual identity for the storied shop that unites the brick and mortar shop with its online storefront. With a little help from illustrator Satoshi Hashimoto, the new look is full of character. The Jackson Square-based bookshop is a longstanding pillar of the architecture community. Bill Stout, an architect and the bookstore’s namesake sole proprietor, began selling from his library of architecture and design books in 1974. Nearly 50 years later, in the wake of the upheaval caused by COVID, Stout began contemplating his retirement. In a well-timed meeting of the minds, the bookstore was acquired by the Eames Institute of Infinite Curiosity in 2022, backed by Airbnb cofounder and longtime Stout customer Joe Gebbia. LoveFrom—a creative collective founded by Apple’s former chief design officer Sir Jony Ive alongside long time friend and fellow designer Marc Newson—has developed a comprehensive visual identity that encompasses the shop’s history and local charm. And in true neighborly fashion, the collective provided the work pro-bono.  “I discovered Stout Books on my first visit to San Francisco back in 1989,” Ive shared in a press release. “I have such a deep affection for this bookshop and the extraordinary community that Bill lovingly created over five decades. It has been an honor to be able to make a contribution to an institution we love and value so profoundly.” Bill Stout pictured in front of the bookshop, the sign to the right served as inspiration for the new typeface. (Leslie Williamson) At times, rebrands fall victim to an over-zealous modernization that undermines the character and expectations of the original brand—case in point: Sierra Mist is now Starry and Barnes & Noble sterilized its interiors—leaving long-time patrons feeling disconnected. LoveFrom’s work does no such thing. The personal nature of Stout Books is highlighted through illustrations by Japanese illustrator Satoshi Hashimoto, whose sketches have appeared in the pages of Monocle and The New Yorker. The drawings are largely observational, capturing both the exterior space and Stout’s community.  In the digital realm, Hashimoto’s works liven up the online storefront, evoking a sense of place. At the footer of the site, a friendly caricature of Bill Stout greets visitors. In the real world, mockups from LoveFrom showcase Hashimoto’s portrait of Stout on items like tote bags and bookmarks, effectively turning the founder into a mascot.  The LF Washington typeface is a key feature of the new brand. (Courtesy LoveFrom) Drawing inspiration from the original enamel Stout Books sign, a new typeface replaces generic sans serif with a more geometric treatment. LF Washington has an art deco feel, with a stylish set of ligatures that strengthen the voice of the new identity. The new toolkit will enable the bookshop team to maintain creativity and consistency. While still operating as an online marketplace and events calendar, the website now conveys a more unified digital presence. Pictured next to the new storefront sign and merchandise, the continuity is evident from physical to digital. As online retailers offering overnight shipping and digital downloads threaten the print industry, smaller houses like William Stout Architectural Books are served by having a recognizable brand that can unite their customer base. While the acquisition by the Eames Institute takes care of the space’s preservation, a brand refresh could be just what Stout Books’ needed to turn the page onto its next 50 years.