The rule is that a good brand name should roll off the tongue. But that's not always possible when you're a 155-year-old publishing house named after your founders. And Hodder & Stoughton, part of the Hachette group, is one of those brands pronounced wrong by many people.
That's a bad thing for a brand. It generates doubt and anxiety. People might even avoid saying the name for fear of the embarrassment of pronouncing it wrong. So when it came to rebranding, the publisher began to look at whether there was anything it could do to help people out. The result is an ingenious new logo that links the brand's visual identity with its name.
