![]() The goal was to create a program that paired global consistency with local flexibility: the identity can be adapted to accommodate the various imprints in territories around the world. ![]() The Pentagram team worked closely with Penguin Random House to develop the system. The identity will mainly be visible in corporate communications the various imprints and brand symbols will continue to be used without the pairing-for instance, on the spines of books. The new system replaces an interim identity that paired the two symbols of Penguin and Random House. (The orange color of the “bookends” is a subtle reference to Penguin’s brand heritage.) Set in the typeface Shift Light, which evokes a typewriter font, the new wordmark underscores the importance of the written word to the company’s culture and work. The logotype may also appear on its own, framed by two rules that “bookend” the mark. Knopf, Crown, DK, Fodor’s, Puffin, and more. ![]() The identity introduces a new Penguin Random House wordmark that can be used in conjunction with the logo of any one of the 250 imprints, which include leading literary brands such as Alfred A. Pentagram has created a flexible brand system for Penguin Random House that establishes a new identity for the corporate parent while also preserving and enhancing the individual identities of the group’s 250 imprints. When the two publishing giants Penguin and Random House merged in 2013, the combined companies faced the challenge of merging two iconic graphic identities. ![]()
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