As most of you have heard, the Bookstore is going through many changes right now; we are rethinking the way that we serve the community and what our brand says about us.
One thing under consideration is our name. The current name, “Bookstore,” is a description of what we were initially created to do, and it is what most universities call their store. However, we all know we do more than just sell books; we sell clothing, McGill-branded products, gifts, technology hardware and accessories, stationery, food, frames, etc. We also host events and facilitate event registration. Bottom-line: we provide many different things to our very diverse community.
So elevating the name to a brand that goes beyond books is an interesting idea. We went through a thorough process and have evaluated several options. We logo-ized them, tested them on a mock storefront, on a website, across various communication platforms, and so on.
In this process, we wanted our name to evoke our legacy and heritage, while describing a contemporary space where our community can find a variety of products and services. Our two final selections are:
MAGASIN GENERAL STORE
By definition, a general store is a retail store that offers a very diverse selection of goods, a place you can go to fulfill all of your immediate needs. “General Store” also leverages the tradition of another time, and evokes the concept of a gathering place, where busy members of the community would meet while shopping and take time to socialize.
This name refers to the founder of the University and is a tribute to his importance. This enables us to put a unique name and face on the store, to tell great stories about McGill and honour all the great people who have graduated from McGill. LE JAMES proposes a name of a person rather than just describing what we are. The McGill Bookstore can genuinely own this name. The “LE” in front of “JAMES” makes the store a real place, with a nod to our identity as an English institution in a francophone province. Finally, the descriptive “Bookstore/Librairie” remains, which is the link with our current brand.
The entire McGill community, whether students, professors, staff, alumni, parents, etc., is invited to share their point-of-view so we can then select the best name for our new bookstore.
For more information email Jason Kack, General Manager, Bookstore