LSC Communications has named its book division Lakeside Book Company. The rebranding effort comes about six months after the private equity firm Atlas Holdings won the auction for the printer following its spring Chapter 11 bankruptcy filing. Lakeside is the country's largest book printer.

In addition to book manufacturing, Lakeside provides distribution, sales and marketing services, and IP and brand protection technology for book publishers. Lakeside will also continue to house the company’s book publishing division.

According to the announcement, the new name of the division “is rooted in the company’s rich history and marks a renewed commitment to providing best-in-class printing and fulfillment services." In a statement, Dave McCree, CEO of Lakeside, said that the name "represents the best of our past and the opportunity to build on that foundation.”

Lakeside said it has established "four core values that are critical to fulfill the company’s mission of crafting books and services that are meaningful: vision, initiative, craftsmanship, and collaboration."

Atlas has added LSC/Lakeside to a company that controls a group of 21 manufacturing and distribution businesses, including several companies in the pulp and paper business—Twin Rivers Paper Company, Millar Western, and Marcal—as well as in packaging.