I read a tweet yesterday that perhaps sums up today's culture. It was from @laughbook: "What I hate most about Twitter: finishing a good tweet, having -1 characters left, and then having to decide which grammar crime to commit."

How true! It angsts me every time. So it really shouldn't come as any surprise that Waterstone's recently decided to become Waterstones.

This was their press release on Wednesday 11th January:

Waterstones, the UK's largest high street bookseller, has today revealed a new logo for the company. It reinstates the much-loved Baskerville serif font with a capital W and no longer features an apostrophe.

James Daunt, managing director of Waterstones said: "Waterstones is an iconic brand deserving a capital W, and a font that reflects authority and confidence — Baskerville does just that."

"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."

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

It's interesting that Waterstones has gone this route whilst the fast-food chain McDonald's has resisted. A chain started by Richard and Maurice McDonald, the organisation continues to acknowledge ownership of the idea back in 1940.

Since it looks like Twitter, URLs and emails are calling the shots, today's school children don't stand a chance. Or perhaps it should read todays school children – after all why should today alone take ownership...?