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Waterstones, the UK's largest high street bookseller, has unveiled its new logo and shocked the nation by dropping its apostrophe.

The logo now features a simple capital 'W' in Baskerville serif font. James Daunt, managing director of Waterstones, explained: 'Waterstones is an iconic brand deserving a capital W, and a font that reflects authority and confidence - Baskerville does just that.'

The decision to drop the apostrophe did not come lightly, and the move has upset some avid punctuation lovers. John Richards, chairman of the Apostrophe Protection Society, aired his fury, saying: 'It's just plain wrong.'

Waterstones said that removal of its apostrophe was 'a more versatile and practical spelling' in a 'world of URLs and email addresses'. It also distances the bookseller from Tim Waterstone, who founded the eponymous business in 1982 and left in 2001.

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