BookPeople pivots back to ABA

BookPeople will revert to its previous branding as the Australian Booksellers Association (ABA) for its industry-facing work.

CEO Susannah Bowen said, “We are pivoting back to the name Australian Booksellers Association (ABA) for industry and advocacy, and will use Love Your Bookshop for consumer-facing campaigns. Implementation will be gradual – we will update materials as they come up in the normal course of operations. Thank you to all our bookshop members whose feedback helped inform this shift.”

The latest rebranding was adopted after the association conducted a “Member Priorities Feedback” survey for members, with a rebranding from the perspective of industry and consumers as items for feedback. The rebranding is a “soft switchover” and the logo will eventually be updated.