About a year ago, I worked for Penguin Books in London as an intern. While I was there, this little animation was all the rage. He was absolutely everywhere: on the website, in our email signatures, as little resin dolls adorning bookcases, on the stationary. They’d commissioned award winning animator Woof Wan-Bau to bring Angus Hyland’s 2003 Penguin logo to life in celebration and promotion of the release of a new series: the Penguin English Library.
The Penguin English Library is a collection of 100 of the best novels in the English language from Robinson Crusoe through to the beginning for the First World War and is the brain child of Press Editor Simon Winder. Woof Wan-Bau was supplied with the stunning cover art of in house cover designer,Coralie Bickford-Smith, and was asked to used them as inspiration. What he created is, to my mind, out of this world.
Once I found the video, I found myself watching it all the time; each time, falling more and more in love with the Penguin Brand. The penguin in the video was so simple and yet so expressive: adorable yet mature. I found myself doodling him in page margins, tracing him off the stationary. I even recast him in a small strip cartoon for a project I was working on for one of the Press Editors. I was smitten.
Penguin’s video is an inspiring example of how, in a world where the author is almost exclusively the brand, it is still possible for your company to have a distinct identity too. The effective use of social media and, more specifically, videos and animations, is one way to get your company’s brand out there and into the hearts and minds of your readers. Woof Wan-Bau’s animation helped me to fall in love with the Penguin Brand. Watch the video here (http://vimeo.com/penguinenglishlibrary/launch), I’m sure you will too. I’ll buy a Penguin Classics book over an OUP Classics book any day now.
River Ram Press is looking forward to the day that our own little creature is given the electronic breath of life and allowed to dance across your screens. With such a vivacious logo, we can’t imagine him staying still for long.
RRP CEO/ Co-Founder