The company formally known as the Doubleday Broadway Publishing Group has chosen to relaunch itself as, simply, Doubleday Publishing Group. Officially, this isn't happening until next Wednesday, when the logo you see to your left will appear on the spine of Devil May Care, the James Bond novel Sebastian Faulks is writing as Ian Fleming. However, the company website is already infused with the new identity.

In the press release announcing the change, president/publisher Stephen Rubin says the company has "outgrown the Doubleday Broadway name," and that the new name "preserve[s] the strong brand equity of the name 'Doubleday,' while ensuring that our publishing group maintains a clear, forward-looking identity in the marketplace." And, according to senior vice president and art director John Fontana, this double-D brand displays "qualities of innovation, energy, and leadership." Maybe; I still miss the dolphin and the anchor, though. What do you think?