The identity redesign of the White Rabbit Used Bookstore consisted of a primary lockup, 

a logomark, a monogram, and two alternative lockup versions. The concept behind the identity was influenced by the way a storyline has a beginning, climax, and end. The three rectangular shapes within in the logomark represent books that signify the different points within the story. Additionally, the combined books create rabbit’s ears to call back to the name of the company and the overarching theme of Alice in Wonderland which inspired the owner’s love for books. A book typeface was created for the genre labeling system in the store. Each letter was made up of the three books that correspond to the primary logomark.