William Stout Architectural Books, a beloved San Francisco institution that first opened its doors in 1974, has undergone a comprehensive visual transformation while maintaining its core identity as a premier destination for architecture, design, and theory publications. The iconic bookstore, which has served the creative community for five decades, recently partnered with design collective LoveFrom to develop a modern brand identity that honors its rich heritage while positioning it for the digital age.
The collaboration emerged naturally due to LoveFrom's location as a neighbor to Stout Books in Jackson Square, making them an ideal partner for the project. Working alongside The Eames Institute of Infinite Curiosity, which acquired the bookstore in 2022, and digital agency Chips, LoveFrom created a comprehensive brand system that includes a reimagined web experience featuring updated design, improved functionality, and a curated selection of new arrivals.
The new visual identity encompasses far more than a traditional rebrand, serving as what LoveFrom describes as "a toolkit to equip the store for the next 50 years." The comprehensive system includes a logo that captures the shop's storied history, a scalable content framework for both print and digital applications, and a flexible toolkit that allows the bookshop team to implement the identity creatively and consistently across various touchpoints.
Central to the brand transformation is the development of LF Washington, a custom typeface created by LoveFrom's type designers. The font draws inspiration directly from the original enamel Stout Books sign that has adorned the storefront for decades. This geometric sans serif typeface is based on the sign's distinctive lettering, which the design team discovered was originally created using Washington, a typeface designed by Russell Bean in the 1970s.
The development process for LF Washington involved extensive research and careful consideration of the store's architectural spirit. According to LoveFrom, they appreciated the font's "high overtures" and noted similarities to the more standardized Futura typeface. The team created a hybrid approach, merging the uppercase letters of the original Washington typeface with the numerals of Futura. The resulting custom font maintains an architectural feel, with letters that fit together like ligatures, perfectly reflecting the bookstore's focus on architectural literature.
Beyond typography, the project expanded to include a thoughtfully curated color palette that extends the store's visual language into the digital realm. While honoring Stout's classic black, white, and red aesthetic, LoveFrom developed an expanded palette inspired by color systems designed by renowned architects Jean Prouvé and Le Corbusier. This approach ensures the brand maintains its architectural roots while offering greater flexibility for digital applications.
The decision to incorporate illustration as a key design element arose from the team's desire to better convey the store's storied nature and create a direct connection to books themselves. LoveFrom collaborated with illustrator Satoshi Hashimoto, whose work for Monocle Magazine had impressed the design team. Hashimoto created dynamic illustrations of the Stout Books storefront that evolve with the seasons and depict different scenes that emulate real life, bringing warmth and character to the digital experience.
As a playful tribute to the store's new ownership, Hashimoto's illustrations include the iconic Eames House Bird, honoring The Eames Institute of Infinite Curiosity's acquisition of the store. This detail demonstrates the careful attention to both historical continuity and contemporary relevance that characterizes the entire rebranding effort.
The development process was deeply collaborative, with both teams working closely together at every stage. LoveFrom drew inspiration from countless elements of the physical store and its history, from the experience of walking through the neighborhood to the warmth of staff greetings and the iconic storefront signage. The team was particularly taken with the sign's typeface and what they describe as its "unique, almost Russian constructivist layout," recognizing that this font and its architectural spirit would be fundamental to their vision.
When asked about their brief for the project, LoveFrom emphasized that this was not a rebrand in the traditional sense, but rather the development of comprehensive tools to support the store's future. The primary goal was to honor and preserve the store's venerated DNA while successfully translating Stout's brick-and-mortar charm to the digital world, ensuring that online visitors could experience the same warmth and expertise that has made the physical location a destination for design professionals and enthusiasts worldwide.
Both teams express particular pride in the inspiration behind the collaboration and the results achieved through their partnership. LoveFrom notes that they were honored to help interpret the store's bright future, creating a visual language that reflects optimism for the next 50 years while honoring the 50 that came before. The design collective emphasizes their commitment to supporting neighbors, describing Stout as not just a Jackson Square neighbor, but "a wellspring of creative inspiration for us as designers and for other passionate people around the world." The final result embodies both the spirit of Stout Books and the core principles that guide LoveFrom's studio approach to design excellence.
