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