Macmillan Children’s Books unveils new brand identity and logo, celebrating its creative talent
Macmillan Children’s Books (MCB), the children’s division of Pan Macmillan, today announces the launch of its new brand identity, a fresh and dynamic visual approach designed by Evoke Studios. The new look reflects Macmillan Children’s Books' commitment to creating and publishing entertaining and inclusive books for children and young people of all ages.
Macmillan Children’s Books (MCB), the children’s division of Pan Macmillan, today announces the launch of its new brand identity, a fresh and dynamic visual approach designed by Evoke Studios. The new look reflects Macmillan Children’s Books' commitment to creating and publishing entertaining and inclusive books for children and young people of all ages.
Based on the Pan Macmillan double M symbol, the new brand identity introduces a more playful feel and showcases the publishers’ characters and copyrights, celebrating the creative talent and storytelling that are at the heart of Macmillan Children’s Books. The new logo removes the red of the previous design and is now available in a variety of colours from the new palette. The brand also introduces new typefaces, including Dela Gothic One and Fira Sans, to bring impact and character to communications.
As the publisher of heritage titles including The Adventures of Alice in Wonderland by Lewis Carroll, Dear Zoo by Rod Campbell and The Gruffalo by Julia Donaldson and Axel Scheffler, Macmillan Children’s Books continues to acquire future classics while also publishing brilliant and entertaining new books that capture children and young people’s imaginations: from laugh out loud graphic novels, to engaging fiction that reflects the world they live in today. Recent successes include British Books Awards Book of the Year Wilding written by Isabella Tree and illustrated by Angela Harding and shortlisted titles Hamza’s Wild World by Hamza Yassin (also shortlisted for the British Audio Book Awards) and Tempest of Tea by Hafsah Faizal.
The new look aims to capture the fun and enjoyment of reading as MCB continues to support author and Waterstones Children’s Laureate Frank Cottrell-Boyce’s Reading Rights campaign and prepares for the 2026 National Year of Reading, the nationwide campaign backed by the Department for Education and led by The National Literacy Trust.
"We believe in the power of books to shape lives, and our new brand identity is a vibrant expression of that belief," said Alison Ruane, Managing Director of Macmillan Children's Books. "This is more than just a new look; we're celebrating our incredible community of authors and illustrators, and creating a welcoming and inclusive space for their work to shine.
“Our new identity positions us as a publisher that understands the needs of children and young people and is committed to making it easier for them to find stories and ideas that speak to them.”
As well as publishing under Macmillan Children’s Books, the division is home to imprints Campbell Books, First Ink, Kingfisher, Two Hoots and recently launched commercial non-fiction imprint Rocket Fox.
