Brand design Thoughts on lettering

Penguins and advertising

In the early days of Penguin books advertising helped offset costs. Perhaps this is an area overlooked by today’s publishers? There is also something of interest here for the social historian. These examples were all printed during the Second World War. Notice that two of the examples are stapled (The Ragged Trousered… and Totem and Taboo). And what did happen to Greys cigarettes between the first example and the last (which is Freud – 1944 and Conrad 1942). And what is the connection between Eno’s “Fruit Salt” and The Ragged Trousered…? let alone Lotus shoes and Conrad! Notice also the change in the Penguin device between Tressall and Conrad (both 1944 publications).








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