The decision to remove the apostrophe from the new Waterstones logo has been met with outrage from social media users and bookselling enthusiasts who claim that the change contradicts the bookseller’s reputation as a provider of quality literature.

The high street company has revealed its new logo, which reinstates the Baskerville serif font with a capital W and eliminates the possessive apostrophe that has featured in its name for the past 30 years.

James Daunt, managing director of Waterstones, explains the two main reasons for the alteration, “Waterstones without an apostrophe is, in a digital world of URLs and email addresses, a more versatile and practical spelling. It also reflects an altogether truer picture of our business today which, while created by one, is now built on the continued contribution of thousands of individual booksellers.”

However, some customers insist that neither explanation accounts for the incorrect grammar used throughout the Waterstones website. The site includes sentences such as: “Waterstones mission is to be the leading bookseller on the high street and online providing customers the widest choice, great value and expert advice from a team passionate about bookselling.”

The writers of some blogs have defended the move, saying that the decision of whether to use an apostrophe is a matter of branding and familiarity, not of grammar, but many other bloggers and tweeters have been quick to condemn the move, often quoting John Richards, chairman of the Apostrophe Protection Society.

Richards said: ‘It’s just plain wrong. It’s grammatically incorrect. If Sainsbury’s and McDonald’s can get it right, then why can’t Waterstones? You would really hope that a bookshop would be the last place to be so slapdash with English. The use of an apostrophe is controlled primarily by grammar, not by branding.  Anyone can place an apostrophe where they like, but only one position is grammatically correct. Waterstones should either include the apostrophe or call itself Waterstone. Adding the 's'  is meaningless without the apostrophe."

Many of customers who have objected to the removal of the apostrophe have highlighted the discrepancy between this decision and the preferences of the target audience, saying that avid readers are more likely to believe that English companies should be more possessive of correct punctuation. One Facebook user commented, ‘it is astonishing that a promoter of literature deliberately opts for incorrect grammar.’

In addition to the grammatical implications of the change, Waterstones has given the impression that the company is backtracking on previous branding decisions. In May 2010, the W had been changed to lower case and to a more modern font in a rebrand carried out by Venture Three.

Daunt explains the reason for reverting to the old font, “Waterstones is an iconic brand deserving a capital W, and a font that reflects authority and confidence – Baskerville does just that.”

The new design and spelling of the Waterstones logo will gradually be implemented in all written communication, display material, shop fits, refurbishments and online.