Milkweed Editions is a Minnesotan independent, literary non-profit publisher. They produce wonderful works of literature and truly take pride in the traditional craft of publishing. With the publishing industry focused primarily on the bottom line, truly independent book publishers have never been more essential.
To amplify the difference great books make in the world, Milkweed goes beyond publishing to develop audiences through outreach programs. Milkweed publishes with the intention of making a humane impact on society, in the belief that good writing can transform the human heart and spirit. Milkweed publishes in four areas: fiction, nonfiction, poetry, and children’s literature.
Their name comes from the plant otherwise known as Asclepias - an important nectar source for bees, and also a plant that plays a crucial role in the survival of the monarch butterfly. What a perfect metaphor for transformative literature.
When Milkweed approached us looking for a new identity, Capsule gladly took on the challenge. The aim was to create an identity with more impact and a unified image for the press.
Here's the original Milkweed mark:
There's certainly nothing wrong with it - it's very refined and classic in style, but could perhaps do with a little added personality.
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The result of the Capsule redesign process:
The type has been modernized, and the mark itself has a hand-drawn feel to reflect Milkweed's traditional approach to their craft. It's vibrant yet simple.
Our Senior Designer, Michelle Hyster, also chose a complete palette that Milkweed can apply to certain genres. While the pale blue (above) is the general/ master mark, the environmental mark uses an olive green, and the children's literature a bright cranberry.
(Environmental publications)
(Children's literature)