The lovemark has an adorable story, starting with the founders secretary suggesting ‘Penguin’ as a ‘dignified, but flippant’ name for the new company. The original humorous flightless bird was created by Edward Young, after spending the day sketching the bird at London Zoo. 11 years later in 1935, the modernist Jan Tschichold added stature and pride during his spell at Penguin as he revolutionised typographic conventions. The latest refreshed design from Angus Hyland in 2003 follows a classical evolution of the trademark without losing any of its inherited character, yet elegantly slimed to allow the new Penguin to appear larger on the spine.