Penguins that dance, read or skate. They are the “Playful Penguins” that publishing group Penguin Random House UK has introduced as part of a broader revamp of its visual identity. In addition to paying tribute to the brand’s artistic and narrative trajectory, the new set of illustrations aims to connect the company with consumers in a more emotional way.
New graphic assets are inspired by the Penguin Random House mascot
The new graphic resources are inspired by the Penguin Random House mascot, which for 90 years has starred in the firm’s logo, to create a set of characters that give life to situations and convey sensations, giving shape to a storytelling in continuity.
The new illustrations are the result of joint work between the company’s design team and illustrator Matt Blease, who have tried to expand the brand’s daring and endearing style. At the same time, they have valued the legacy of Penguin Random House, linked to illustration since the editor Edward Young created the original bird in 1935 for the launch of the brand.
The new penguins, as commented by Derek Man, Design Director at Penguin Random House United Kingdom, through LinkedIn, seek to respond to the needs of the brand today. Thus, they will appear in a wide variety of applications, from seasonal campaigns to social impact initiatives, so they have been designed with their flexibility and adaptability in mind.
“Instead of having predefined scenes, our solution was to create a kit: a collection of poses and objects that can be combined to fit a wide range of messages. Jumping, strutting, dancing and of course reading… lots of reading“; commented Man.”These ideas come to life thanks to the wonderful Matt Blease, whose warm, witty and well-crafted style won us over from day one”.
The company has also worked with Independent Creative Director Jodie Wightman who, through LinkedIn, has indicated that the work responds to the exciting brief posed by Rebecca Sinclair, Director of Brand and Communication at Penguin Random House UK: “I want to free the penguin.”
“How could we release it and at the same time ensure that an iconic logo would endure for many generations?“, he comments. “A tour of the archive and a workshop led us to a solution that struck the perfect balance. A library of marketing assets, with a visual connection to the Penguin logo, but conveying the feeling of a group of friends and family with the freedom to play and tell the stories Penguin needed across all its touchpoints.”.
Moving away from the line established in recent years, with brands betting on a digital aesthetic, Penguin Random House has turned to the artisanal approach to seek differentiation and celebrate the magic associated with reading. The brand reinforces its personality by delving into the character that has identified it for decades.
