Waterstone’s has unveiled its new branding on its website today ahead of a “major” launch in stores this Thursday.

The bookseller has changed its logo and created a new strap line – “Feel every word”, both featured on waterstones.com.

The move is part of parent HMV’s turnaround strategy to revamp the business and halt declining sales.  

Waterstone’s managing director Gerry Johnson left the business in January on the back of a poor Christmas performance, and was replaced internally by group development director Dominic Myers.

In a strategy update in March, HMV chief executive Simon Fox said the bookseller’s warehouse facility the Hub had distracted the business.

He said: “We have been focused on the nuts and bolts of the warehouse, and it has been a very painful 12 months, and yes we took our eye off the customer. Now it is working, we are focused on re-engaging with the customers.”