Penguin Books by Venturethree

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CLIENT

A pub­lish­er of books, ebooks, and much more—throughout the whole world and for peo­ple of any age.

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BRIEF

Found­ed in 1935, Pen­guin invit­ed us to become part of their world-famous sto­ry by help­ing them ampli­fy their icon­ic brand in a rapid­ly chang­ing dig­i­tal age. As a com­pa­ny, Pen­guin is con­tin­u­al­ly dream­ing up inno­v­a­tive new ideas and launch­ing them in new spaces, so they need­ed a visu­al iden­ti­ty that could be more than just a logo (how­ev­er bril­liant that logo may be). It need­ed to be flex­i­ble and dis­tinc­tive to stand out against new com­peti­tors, whilst respect­ing the char­ac­ter and spir­it that make Pen­guin one of the world’s best loved brands. As they put it: It’s time to free the bird.

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APPROACH

Through every­thing we were guid­ed by two over­rid­ing prin­ci­ples: First­ly, to bal­ance bold new expres­sions of the brand with a respect for its his­to­ry; and sec­ond­ly, to make sure that every new ele­ment added up to one clear, con­sis­tent voice.

Penguin is transforming into a new kind of publisher. The objective of the design brief was to amplify the Penguin brand directly to consumers. venturethree’s approach to the brief shows a respect and sensitivity towards Penguin’s incredible design heritage, while highlighting how the brand can be evolved within a digital age. venturethree are highly complementary partners for Penguin—both businesses are democratic, collaborative, and highly creative. The result of venturethree’s approach is creative work that genuinely enhances the Penguin brand; allowing consumers to discover Penguin in new and intriguing ways. — Graham Sim, Creative Director of Penguin Children’s