This logo featured the white and red stripe on a background and used on all of its stores. The word "National" is in cursive writing while the word "Book Store" is in capital letters. It has a slogan "THE TOTAL BOOKSTORE" and "where the only thing less is the price." All of the books that were published from them until 1996 have the list of branches and stores of it, on the left side of it shows that National Book Store is member of PEPA (Philippine Educational Publishers Association) and on the lower right side is the ISBN (International Standard Book Number) without the barcode.
In 1996 they brought significant changes to National Book Store. The family decided to change the company logo and commissioned a Singapore design company to execute the new company identity. A more modern script was used, and what was once a striped background became a solid and bolder color red. This has brought a change in the store layout as well. Color-coded signs and logical merchandise displays provide a different atmosphere in the branches.
The logo is the same as the 1996 logo but the word "Book Store" is again capitalized but in different font, the said word aligned underneath the O unlike the previous logo in which it is aligned starting with the A, and the red background was removed.