The publisher’s former logo was simple letter U—staid and predictable. Red was at the center of its brand, a color common in other publishers’ identities. Anti’s new identity also uses a U, but in an unexpected and conceptually appropriate way: the new logo is easily recognizable as a letter, but it also looks like opening pages. Further from that, the logo can be stretched out and opened even farther to form photo and text frames, a grid, and even physical bookshelves and bookends.