Another important goal was to protect the historic Penguin badge to enable them to grow and thrive in a multichannel world.

Pioneering the world of publishing since 1935, the Penguin brand was in need of a refresh with their overall comms strategy spanning across their many needs and formats.

The visual identity evolved with digital applications in mind, with the introduction of vibrant colours, stylish and confident typography, and varied photographic and illustrative styles.