Bookshop.org is an online retailer that helps support independent bookstores by sharing its sales revenue with local shops. The bookseller recently announced the launch of a new e-book platform that will enable users to download digital books, with profits from the sales going back to the indie sellers. The initiative has garnered positive coverage from Wired, NPR, Fast Company and The Verge.

Pentagram designed the identity, website and animations for Bookshop.org, including a logo that forms the letter “B” from a pair of books. The site is still in the works, but the bookseller launched a redesigned app featuring the animations, which use pairs of books to playfully illustrate different genres like romance, thrillers, sci-fi and humor.