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.
Phanta Basta! (2015) is the award winning youth focused film production team from a Dutch film production company, Phanta Film. Phanta came back to me as I’d created the original identity in 2010 and it wanted the new sub-division to have a connection with the original branding. The Basta! logo centres on a distinctive capital ‘B’ which resembles both the ‘P’ from Phanta and the ‘B’ from Basta and it makes use of an angled playful punctuation mark. The counter forms from the symbol evoke a youthful blinking eye, putting the emphasis on surprise and wonder. It’s a remarkably simple identity that expresses youth, fun and amazement.