Future-proofing
a publishing icon

Together Design Penguin

Penguin is a legendary and much-loved publisher. We helped define their brand architecture and sub-brand strategy, protecting the historic Penguin badge and enabling them to grow and thrive in a multi-channel world.

  • Brand strategy
  • Brand architecture
  • Naming and messaging
  • Visual identity
  • Style guides
  • Digital and social

An evolving brand

Pioneering the world of publishing since 1935, Penguin have adapted to changing times by adding new strings to their bow, including a stronger digital offering, podcasts, events, CSR initiatives, merchandise and more. Although keeping Penguin agile and relevant, these developments could potentially confuse their offering and dilute their masterbrand.

Together Design Penguin Brand Identity Design

A strategy for the future

Over the past three years we’ve worked with Penguin to define their brand architecture and establish principles to protect the brand as they continue to diversify into the future. We also developed a strategy enabling their sub-brands to talk to their own specific audiences whilst retaining their connection to Penguin.

Happy Foodie

Bringing together recipes from across Penguin’s cookbooks, The Happy Foodie connects with thousands of home cooks through its website, weekly newsletters and social channels. We created a distinctive voice and identity to suit The Happy Foodie’s audience, whilst maintaining a degree of visual and verbal connection with the Penguin masterbrand.

Together Design Penguin Brand Identity Design

Cooking made easy

Our simple new smile logo reflects the joy of cooking. Sharing some bold colours with Penguin, the palette also includes softer tones to compliment the diverse recipe photography. Typographic details and icons help simplify navigation and promote physical books, to keep Penguin publishing right at the heart of the brand.

Together Design Penguin Brand Identity Design
“It’s rare to work with an agency that cares as deeply as you do about the brand, but I’ve had that feeling all along with Together. It’s quite wonderful.” Julia Pal, Audiences, Brand & Communications, Penguin Random House
Together Design Penguin Brand Identity Design

Need to grow and thrive in a multi-channel world?

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