Penguin Michael Joseph has rebranded for the first time in 20 years, revealing a new logo inspired by the imprint’s original motif of a mermaid.
Intended to mark its 85th anniversary, Penguin Michael Joseph – a publishing division of Penguin Random House – said it was reintroducing the imagery to “reflect the heritage and personality of our business” but “in a new modern design” to ensure the brand “is fresh, striking and relevant”.
“The new logo is an eye-catching reminder that books are at the heart of all we do,” explained Penguin Michael Joseph, introducing the new branding. “The lozenge has been designed to ensure that our identity is neatly tied to the Penguin brand.”
It worked alongside Mother Design, an independent branding and design studio, on the rebrand.
Louise Moore, managing director of Penguin Michael Joseph, said: “Michael Joseph, the founder of our imprint, loved guiding authors towards commercial success and bringing their stories to the wider world. This is as true now for us now as it was when he first launched Michael Joseph in 1935. We are nothing without our authors and the wonderful books they write. At Penguin Michael Joseph we continue to passionately strive for excellence, are actively focused on increasing our inclusivity, continue to create bestsellers and, crucially, provide a home where all our authors feel welcome, nurtured and celebrated.
“In order to celebrate our heritage and to ensure our continued commercial success long into our future, we have gone right back to the beginning, bringing Michael Joseph’s original mermaid motif back to life in a modern way. I think it perfectly captures who we are.”
The colophon will be used on spines of Penguin Michael Joseph books from October, with books by Dawn French, Mrs Hinch, Phillip Schofield and Stephen Fry among the first to carry the new branding.