Illustration ⭑ Design System ⭑ Print ⭑ Editorial ⭑ Typography
Penguin set a brief to re-imagine their iconic design system that encapsulates their three founding design principles:
BOLD
DISTINCTIVE
MASS MARKET
I decided to take their recognisable icon of the penguin logo, and use this as a symbol for the vast types of reader that their books can reach, developing a story within their brand identity.
