Beginning with this fall’s list, Abrams will phase out the name of its Stewart, Tabori & Chang imprint and publish all its titles under the Abrams banner.
Company CEO Michael Jacobs explained that there is no longer a distinction between Abrams and ST&C, a publisher of cookbooks and craft titles that Abrams bought almost two decades ago. For this reason, starting in the fall, all ST&C adult titles will be released under one of the publisher's other existing imprints: Abrams, Abrams Image or Abrams ComicArts.
Jacobs sees the rebranding as a “unification strategy." He said that after "operating under two trademarks for so many years, it will be nice to work under a unified umbrella.”
The rebranding effort will have no impact on the number of adult titles released by Abrams, or on staffing. As backlist ST&C titles are reprinted they will appear as Abrams books.
Abrams is using the ST&C rebranding to introduce a new corporate logo (pictured), as well as new logos for its imprints. The company is beginning to rollout the new logos today.