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Penguin Audiences

Penguin Audiences is the internal user insight team at Penguin Random House. They needed a brand system that was instantly recognisable as being part of the Penguin brand, but with it’s own flexible identity.

The logo is based on a ‘Spotlight’ concept, shining a light onto different audience types, with 3 lights framing the iconic Penguin logo. Each user type is assigned a different colour, meaning each light can be a different colour, or all 3 the same, resulting in an adaptive and playful brand system that can be extended to print and digital.