Bookseller Waterstone’s has unveiled its new branding, designed to reflect the retailer’s “new direction”.

The HMV-owned book chain has a new tagline, ‘Feel every word’, and a new take on the store’s ‘W’ logo, which it claims has been “fully re-imagined”.

Point of sale across all stores was revamped yesterday to reflect the new branding. Waterstone’s declined to comment on whether the shop fascias will be changed to reflect the new branding, but it is understood they will be overhauled over time.

The new branding, inspired by HMV’s Get Closer brand positioning, is part of Waterstone’s plans to cement its place on the high street for the long term.

Waterstone’s also announced plans this week to open Paperchase concessions in 20 of its stores. The stationer previously had concessions in Borders, the bookshop chain that closed down at the end of last year.

The overhaul of the Waterstone’s logo is designed to be flexible. For example, an X-ray inspired take on the logo is used in the Gower Street store, which specialises in medical and academic books.

The new-look Waterstone’s launched online on Monday.

Waterstone’s managing director Dominic Myers said: “The Waterstone’s brand occupies a special place on the high street. The new look and logo reflect what a great bookshop should be - alive, inspiring and in tune with what readers are thinking.”

The branding forms part of the turnaround strategy revealed by HMV in March, when the retailer said it wanted to revitalise the business, which has suffered declining sales in the recession.

Under Myers, who replaced Gerry Johnson in January, Waterstone’s plans to develop its ebook business, focus on local promotions and enhance range availability.