CATEGORY

Comprehensive Identity Programs

LEVEL

Professional

RANK


DESIGN CREDITS

Creatives

Stuart Jane
Jason Lowings
Rob Sherwood

Strategist

David Milson


TAGS

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LINKS

venturethree
Penguin Books

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CLIENT

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


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.


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

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