Waterstone’s has a brand new identity, out go the serifs and caps and in comes the sans and lowercase. There is also a range of logo iterations in the store. This rebrand has been completed by venturethree.
There is a mixed reaction about this rebrand, The Register described it as resembling ‘pendulous dugs’.
Graphic Design 
feels strange to look at it, but I will get used to it probably, I love those posters though!