Hay House are in the enviable — and rare — position of having an imprint that actually means something to its market (in this case MBS). The name of Louise Hay and her eponymous list is incredibly influential in this genre.

Rather than letting the logo rest on its laurels, however, Hay have really gone to town on maximising their brand visibility by adding this wave device to all their titles. This is particularly smart at a time when less and less shelf space is being given to this sector — even in a small, crowded section their books now sing from the shelves when displayed spine-out.

Sure, there are inconsistencies of size and colour, due to the variety of the list. But by being the first to make such a bold statement Hay House have reasserted their authority and made their books instantly spottable.