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Octopus refreshes identity after record-breaking 50th anniversary year
The Octopus Publishing Group has changed its logo following its 50th anniversary and revealed 2021 as its biggest Total Consumer Market (TCM) year.
The publisher, launched by Paul Hamlyn in 1971, has unveiled a refreshed logo which reads: "Octopus Publishing Group – Start a new chapter".
“The 50th anniversary year in 2021 provided an opportunity to reflect on its ethos and ambitions for the future. Octopus is proud to announce its new branding which will be appearing on its website and marketing materials,” the group said. “At Octopus we publish books for everyone. We love to enlighten, nourish, entertain and most of all inspire readers and listeners everywhere.”
Last year also saw Octopus secure its highest ever volume share in the TCM with titles including Dr Alex George’s Live Well Every Day, Florence Given’s Women Don’t Owe You Pretty and Dr Michael Mosley’s Fast 800 titles all contributing to the success. Its share of the TCM, for the 42 weeks there is data for outside lockdown periods, was 1.5%, selling 2.8 million books in 2021, alongside a 4.5% share of the trade Non-Fiction market.
Octopus performed strongly in Nielsen in both the Mind, Body & Spirit and Drinks & Other Beverages categories. In 2021, it was also a top performer in the categories of Food & Drink; Family Health & Relationships; Humour Trivia & Puzzles; House & Home; and Gardening. Titles contributing to the success in these categories in 2021 included the 2019 backlist publication The White Company’s For the Love of White, Fever Tree Easy Mixing, The Little Book of Crystals and Pip Payne’s The Slimming Foodie.
The publisher revealed how it marked its milestone anniversary: “Despite restrictions throughout the year, Octopus made the most of its anniversary year with celebrations including a pub quiz for employees; a bookseller comedy night; themed breakfasts to welcome employees back to the office and the launch of a series of 50 author hacks on its newly relaunched YouTube channel."
It also ran a giveaway across the Octopus social platforms of 50 hampers for 50 booksellers to celebrate the anniversary, launched its Octopus for Booksellers Twitter and website featuring access to proofs, point-of-sale material, author tour details and exclusives.
Octopus m.d. Anna Bond commented: “Whilst the mix of our titles at Octopus is evolving our aim to publish books for everyone has been consistent for 50 years. 2021 was a year of celebration of our history as we discussed our plans for the future. We are all now looking forward to the new chapter that starts in 2022.”
Last year there were several developments in the publishing group. Its Gaia imprint was relaunched with a new direction and focus and there was a restructure of Octopus’ publishing divisions which saw Aster, Gaia and Godsfield Press become one publishing division headed by publisher Stephanie Jackson.
