Penguin books |Design consistency| Presentation PowerPoint slide titles 1 First sold in 1935, books for the masses sold at Woolworths for the price at the time they cost a sixpence, equivalent to a packet of cigarettes. They were supposed to be disposable objects . They were an instant success. Pleasantly designed, easy to read and accessible. The public loved them. In 1935 Allen Lane came up with the concept of the Penguin paperback, bringing out a host of the colourcoded titles that summer (orange for fiction, blue for biography, green for crime), with works by Ernest Hemingway, André Maurois and Christie herself part of the launch list. 2 Colour scheme This was to easily define the genre and distinctive typography. Penguins established a brand identity readers could trust Orange and white = general fiction Green and white = crime fiction Cerise and white = travel and adventure Dark blue and white = biographies Yellow and white = miscellaneous Red and white = drama The rarer purple and white = essays and belles lettres ( a category of writing)and Grey and white = world affairs. The colours made the books seem collectable, and were aesthetically pleasing Penguin classic editions 1984 (book) epitomises the genius of the design (colour coded orange fiction). It was first published for the mass market in 1954, and the first version had the classic generic penguin look In America the books in colour looked like mini movie posters (i.e. the 1950s version 1984). The marketing elements had to go up against other book covers in the concession stands. A lot of the book covers were misleading, the characters on the front cover didn’t link to the characterisation by Orwell, but sold it to the American public. 1960s penguin under pressure, they needed a unified look, 1984s eye cover = big brother, lead character? In the mid60s saw the rise of paintings for the front covers, but they didn’t really relate to the story. 1984 had 3 covers in 12 years, these changing covers showed a willingness by penguin to explore and experiment and to make mistakes. 1972 covers reflected society at that time. It was the most shocking and famous and iconic cover, soviet fears etc. Clockwork orange by David Pelham, the film was banned – the cover was a graphic design emergency done over night so that they wouldn’t miss the deadline of the film