#EA21 An Apostrolapse at Waterstones

Yesterday was the day they announced changes to their branding and the removal of the possessive apostrophe.  (That’s an argument for another time.)  But if you are going to do it, then do it correctly and don’t be sloppy!  Here’s the ‘look and list’ for the errors on their ‘About’ page today:


  1. Correction for the possessive would make it Waterstones’s mission
  2. Consistency required on the branding here.  The shop display in the picture does not match the new format fuelling confusion in any who might notice.
  3. Pedantry would lead to: Waterstones’s flagship shop… but The Waterstones flagship shop on… carries an easier ring to it.