Penguin Campaign Book

at your fingertips

Campaign slogan:

“All the colors of life at your fingertips”

This slogan represents the campaign and its

return to the color coded genre and helps

define the new movement to attract and retain

younger consumers.

Brand

Letters & Notes

Bookmarks

Cards

Digital Design

Promotional/Fan

Transport

Penguin Random House

represents the merger of

Penguin Publishing and Random

House Books, two large publishing

companies. Penguin began in 1935

as an imprint of The Bodley Head and

were distributed from the crypt of Holy

Trinity Church Marylebone. A year later

they became their own entity. It was

Penguin’s revolutionary design of colors

associated with genres and white bands

combined with low prices for quality

that made them into what they are today.

Recent trends show that not only

are teens reading fewer books per week

they are reading less as a generation.

For a publishing company this can is an

issue as these are the current and future

consumers of books. The outreach goal

of this campaign is to target readers

at an early age and to keep them

interested in books as they grow up.

By returning to the classic Penguin

format of associating colors with

genres, we can make books, and

especially ebooks, eyecatching to

younger generations. Use of bright

colors in all branding will make it once

again easily recognizable at a glance.

The colors represent the

original genre colors of the Penguin

Publishing company when book

covers were unillustrated. To

modernize the colors vibrant hues

were selected to appeal to the new

generations of readers (the target

market of this campaign).

Colors will always be in the

same order from left to right:

Orange, Green, Cherise, Blue, Yellow, Red, & Purple

Fiction Crime Travel Biographies Misc. Drama Essays067.561000.01

88.3428.5710019.36

8.3210087.481.31

10010010.7510.89

0.9715.1196.790

3.841001000.44

69.610029.6428.49

Genre Bar

Maintain color order with each color the same size with no

space in between. Rectangles or perfect circles are acceptable.

Use of variety of sizes, spacings,

reordering of colors, or stretching shapes.

Combination of shapes is NOT acceptable.

Do

Do Not Do


1/4 inch


5/8 inch


Main Color Logo

Abbreviated Color Logo

Uses 2 Genre Bars bracketing the brand name: Penguin

Random House. A book motif is above the top bracket with

an Emperor Penguin.

An abbreviated color version with just the top Genre

Bar, book, and penguin is acceptable to use in tandem with

scrolled logo. Using just the book and penguin is acceptable

when used with oversized Genre Bars to fit designs.



1/4 inch


5/8 inch

Main Black Logo

Abbreviated Black Logo

Similar to the main logo, this edition differs only in that

the Genre Bars are replaced with black, this logo is to be used

in platforms and print with limited color, gray-scale, or on

backgrounds that have strong, vibrant, or clashing colors.

An abbreviated black version with just a black bar, book,

and penguin is acceptable to use in tandem with the Scrolled

Logo. Using just the book and penguin is acceptable when

used with a black bar to fit designs.


Penguin Random House 1/4 inchPenguin Random House

5/8 inch

Scrolled Logo

Used as auxiliary for cover slips, envelopes, or in stickers.

It can be styled with a black bar no thinner than the divet gap

on the side of the logo.

This version may be used in tandem with a main logo or

a penguin image on prints, advertising, and web but never by

itself as the only logo element.

divet gap

The Penguin Face Logo is to be used as auxiliary for effect on fan

and membership products and must be used in tandem with Scrolled

Logo. The black at the top can be left off or on to match product color.

Penguin Face Logo

The new logo transforms the

original penguin and to the emperor

penguin demonstrating the power and

popularity of their books. The orange

detail on the head hearkens to the

popular genre of fiction.

The penguin is shown reading a

book above the brand name which is

lined above and below with the Genre

Bars representing the original genres

and colors assigned. The colors have

been updated to bolder hues.

Logo Dimensions and when to use

For books with spines

smaller than 1/4in use 5/8in logo on cover

smaller than 1/2in and greater than 1/4in

use 1/4in format

greater than 1/2in

use 5/8in format

Color Logo

Use in all digital formats as .svg this

maintains the integrity of the image no matter

what resolution or platform it is viewed in.

Black Logo

Use in limited color editions or gray scale

digital platforms.

Typeface

Avenir Next is the sans-serif typeface. As

such, is the type to be used in body text, titles,

logo, and web/digital formats.

Adobe Caslon Pro is to be used as the

serif typeface in complement to the sans-serif

of the campaign typeface Avenir Next.

ChopinScript is the campaign typeface

to be used in collateral titles, slogans, and in

materials that need a fancy script.

Font Family:

Avenir Next

Regular | Ultralight | Bold

Adobe Caslon Pro

Regular | Semibold | Bold

ChopinScript

Regular

The Genre Bar will be located at the footer above the contact information. The header will be a black bar with the Scrolled Logo. The date is placed on the right above the black bar. The Abbreviated logo will be placed above genre bar.

A Genre Bar will be located on the crease of the flap with the Scrolled Logo placed on the flap above the web address. The Main Color Logo will be placed to the left of the return address.

Logo: ...........................Abbreviated Color Logo

Background: .............. White

Typeface: ....................Avenir Next 12pt

Footer: ........................ Contact information

Letter

Envelope


Penguin Radom House20 Vauxhall Bridge Road London SW1V2SAUnited Kingdom

global.penguinrandomhouse.com




+44 0-20-7840-8400 20 Vauxhall Bridge Road London SW1V 2SA, United Kingdomglobal.penguinrandomhouse.com

Penguin Random HouseJuly 12, 2014

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Dear Customer,

Sincerely,Mr. John Smith Editor

Dimensions: ............... 2in x 6in

Logo: ...........................Abbreviated Color Logo

Title: ............................. ChopinScript 18pt

Background: .............. One genre color

White Space: ............. 2in x 4in

Copy Typeface: .........Avenir Next 10pt

Footer: .........................Black bar with Scrolled Logo

Bookmarks



A Room of Ones Own “All this pitting of sex against sex, of quality against quality; all this claiming of superiority and imputing of inferiority, belong to the private-school stage of human existence where there are 'sides,' and it is necessary for one side to beat another side, and of the utmost importance to walk up to a platform and receive from the hands of the Headmaster himself a highly ornamental pot.”



Dracula “Oh, the terrible struggle that I have had against sleep so often of late; the pain of

the sleeplessness, or the pain of the fear of sleep, and with such unknown horror as it has for me! How blessed are some people, whose lives

have no fears, no dreads; to whom sleep is a blessing that comes nightly, and brings nothing but sweet dreams.”



African Penguin “For thirty years," he said, "I've sailed the seas and seen good and bad, better and worse, fair weather and foul, provisions running out, knives going, and what not. Well, now I tell you, I never seen good come o' goodness yet. Him as strikes first is my fancy; dead men don't bite; them's my views—amen, so be it.”



Diary of a Young Girl “It's really a wonder that I haven't dropped all my

ideals, because they seem so absurd and impossible

to carry out. Yet I keep them, because in spite of

everything, I still believe that people are really good at

heart.”



Death in the Afternoon“If a writer of prose knows

enough about what he is

writing about, he may omit

things that he knows and the

reader, if the writer is writing

truly enough, will have a

feeling of those things as

strongly as though the writer

had stated them. The dignity

of movement of an iceberg

is due to only one-eighth of

it being above water”



The Maltese Falcon

“That's wonderful. I do

like a man that tells you

right out he’s looking out

for himself. Don’t we all? I

don’t trust a man that says

he’s not. And the man that’s

telling the truth when he

says he’s not I distrust most

of all, because he’s and ass

and an ass that’s going

contrary to the laws of

nature.”



Treasure Island

“For thirty years," he said,

"I've sailed the seas and

seen good and bad, better

and worse, fair weather and

foul, provisions running out,

knives going, and what not.

Well, now I tell you, I never

seen good come o'

goodness yet. Him as

strikes first is my fancy; dead

men don't bite; them's my

views—amen, so be it.”

Dimensions: 2in x 3 1/2in

Logo: ........................... Main Black Logo

Header/Footer: ......... Genre Bar

Background: .............. White

Name Typeface: .......Avenir Next Ultralight 18pt

Position Typface: .......Avenir Next 35pt

Address Typeface: ...Avenir Next 13pt

Cards


Mr. John Smith

EditorRandom House Offi ces

20 Vauxhall Bridge RoadLondon SW1V 2SA

+44-0-20-7840-8400

Dimensions: ............... 2 1/8in x 3 3/8in

Logo: ........................... Scrolled Logo and Penguin Face

Background: .............. Single Genre Color

Dimensions: ............... 2 1/8in x 3 3/8in

Logo: ........................... Main Black Logo

Background: .............. Single Genre Color

Membership Cards

Membership Cards Cases

Web layout and digital readers

will follow the basic horizontal bars

with genre color on top and bottom

and a white bar in the middle. On the

website, as each page is a different

background color, the navigation bar

will be black with the Abbreviated

Penguin Logo.

On digital readers, the upper

colored bar will list the title on the left

and the author on the right.

Web

Digital

Penguin Random House Penguin Random House

Penguin Random HousePenguin Random House


Promotional/Fan Items

Front: ........................... Main Black Logo

Left Sleeve: ................. Scrolled Logo

Back: ............................ Penguin Face Logo

Misc. Items: ................ Penguin Face Logo


Penguin Random H

ouse






Beanie

Socks

Scarf

BlanketMug

Vehicle transports will be displayed

with the cab in a single genre color.

The trailer uses the penguin face on

the upper edge nearest the cab while

the Scrolled Logo sits at the upper

corner furthest from cab. A white bar

rises diagonally at 22.5 degrees from

the lower cab corner to the upper rear

corner. The rear doors will display the

main logo and match the color on the cab.

Transport

Creative Director

Jean GonzalesConcept creator and task manager for the campaign.

Creative Designers

Dillan HarrelsonApparel and merchandise creator.

Wayne HartleyEditing and design creator.

Penguin Campaign Book

Art & Photos

Transcript of Penguin Campaign Book