Brand Identity Development

Introduction

This blog post aims to develop a brand identity for my book publishing brand. The identity must be in keeping with the overall themes of my final children’s picture book. Before I can develop my own publishing brand and identity for ‘The Steel City Clean Up’, I must research other successful brands in the industry. I have chosen to draw inspiration from the famous publishing company ’Penguin’. I have purposely chosen Penguin as the brand has a huge legacy of successful story books, with classic literature and timeless stories. By aligning my brand development with the iconic Penguin logo, I aim to create a fresh identity that resonates with adults and children.

Figure 1 – Penguin book spines. (Penguin Classics Book, no date).

Publication Initial Research

‘Penguin Books was originally founded in the UK in 1935 by Allen Lane, who envisioned a collection of quality, attractive books affordable enough to be “bought as easily and casually as a packet of cigarettes.”’(Jaronson, 2022).

The below images are snippets of Penguins brand identity development. The branding has slightly changed over the years but one thing has remained consistent the penguin. Although the penguin’s stance and overall positioning has differed throughout the years, the brand remains memorable and relevant. This is something I aim to portray within my own brand development.

Figure 2 – Original Penguin logo development, (Creative Review, 2018).
Figure 3 – Original Penguin logo development, (Creative Review, 2018).
Figure 4 – Original Penguin logo development, (Creative Review, 2018).

Figure 5 – Original Penguin logo development, (Penguin, 2020).
Figure 6 – Original Penguin logo development, (Topher, no date).
Figure 7 – Penguin logo variations from over the years, (Bob, 2018).

Initial ideation

Following on from the initial Penguin research, an idea struck to mind. Incorporating the bear from Sheffield’s Botanical Gardens into my own logo will add a unique and personal touch to the brand. This idea also links well with the overall story of ‘The Steel City Clean Up’ as this is set in Sheffield and takes valuable inspiration from Penguin. As my book is aimed at children, the idea that the logo should include the Botanical Gardens bear seems fitting. As my logo will incorporate the bear in some way, I have decided to call the publication brand Broomhall Books, as this is the location of Botanical Gardens and the bear. Naming the brand ‘Broomhall Books’ is a fitting choice, incorporating a strong sense of local identity into the brand. Broomhall is also a well-known area in Sheffield. Using it in my brand design name could help me establish a connection with the community and create a sense of authenticity. The name also conjures imagery of a cozy neighborhood book shop, where readers can discover niche and hidden literary gems. 

By combining the timeless appeal of an animal symbol with the local charm of Sheffield, the brand and book will stand out from the crowded publishing landscape as wholesome and comforting. Especially to those familiar with the settings involved.

A brief history behind the bear and bear pit located inside Botanical Gardens, Sheffield. The bear pit once housed a black bear named Bruin. His sole purpose in 1836 was to entertain customers. He had a single tree in the centre of his enclosure to climb. Although it is said that he wasn’t interested in climbing the tree and so was sadly labelled as boring. (UGC, 2021). To honour Bruin the bear, there is now a steel sculpture located in the bear pit that has rusted over the years and formed a bear like colouring which makes him more realistic. Although the original story is sad, today many people come to visit the bear pit and children absolutely love him, which also aids in my initial ideation of using the bear within my brand design.

Figure 8 – Bruin the bear sculpture in the bear pit at Botanical Gardens Sheffield. (Angel, 2024).
Figure 9 – Bruin the bear sculpture in the bear pit at Botanical Gardens Sheffield. (Wikipedia, 2023).

Design Development

The below images are my initial logo conceptions, developed in Procreate. I have also added the name of the publishing brand to gain further appreciation for my initial thoughts and ideas. I will further develop these starting points in Adobe Illustrator, to craft the thoughtful brand I intend to produce.

Figure 10 – Illustrating Bruin the bear in Procreate and giving him a book to illustrate the concept behind the logo.
Figure 11 – Refining the initial logo mark, creating a compact and visually pleasing initial sketch.
Figure 12 – Adding the Broomhall Books publications name to the logo mark to communicate the meaning behind the logo concept.
Figure 13 – Experimenting with initial logo layout and compositions.
Figure 14 – Experimenting with initial logo layout and compositions.
Figure 15 – Experimenting with initial logo layout and compositions.

Logo Refinement in Adobe Illustrator

The below images showcase initial logo refinement in Adobe Illustrator.

Figure 16 – Transferring my initial sketches from Procreate into Adobe Illustrator for refinement.
Figure 17 – Experimenting with typefaces and logo composition in Adobe Illustrator.
Figure 18 – Experimenting with logo mark line weight in comparison to typeface weight.
Figure 19 – Experimenting further with line weights and typefaces.
Figure 20 – Experimenting with logo composition.
Figure 21 – Experimenting with logo composition and colour.
Figure 22 – Experimenting with logo colour.
Figure 23 – Experimenting with logo colour and composition further.

Book Suitability Markers

The below logo marks have been developed to communicate age suitability for differing stories published by Broomhill Books. This will aid parents and teachers when finding the most suitable book for the child/children in mind. The logo mark will be placed on the back of each book so.

Figure 24 – Experimenting with logo mark colour and usage within brand design.

Final Brand Mark

Figure 25 – Final Broomhall Books logo mark.
Figure 26 – Final Broomhall Books vertical logo mark.
Figure 27 – Final Broomhall Books horizontal logo mark.

Verbal Identity

Broomhall Books: Inspiring Eco-Conscious Minds, One Story at a Time.

At Broomhall Books, we promise to blend creativity with a passion for the planet. Offering meticulously crafted children’s picture books that inspire environmental awareness in young minds. Our commitment to brilliance ensures that every book we publish is not only engaging and beautiful but also aligns with our mission to cultivate a greener future for all. Join us as we inspire greatness within the next generation. BroomhallBooks: Inspiring Eco-Conscious Minds, One Story at a Time. 

Brand Guidelines

The below PDF is a brand guidelines document I have developed in Adobe In-Design, to ensure brand consistency. The aim of this document is to ensure anyone producing work for Broomhall Books abides by the brands ethos and identity.

Broomhill-Books-Brand-GuidelinesDownload
Figure 28 – Brand guidelines for Broomhall Books publications page 1-2.
Figure 29 – Brand guidelines for Broomhall Books publications page 2-2.

References

Angel, G. (2024) Sheffield – Botanical Gardens, Flickr. Available at: https://www.flickr.com/photos/47859152@N05/49489428258 (Accessed: 24 April 2024).

Bob (2018) Designed to inspire: Logos, Mzuri Design Blog. Available at: https://www.mzuri.co.uk/news/general/designed-to-inspire-logos-clear-simple-distinctive/ (Accessed: 09 December 2023).

Creative Review (2018) Edward Young’s Penguin logo designed in 1935, Creative Review. Available at: https://www.creativereview.co.uk/penguin-logo-edward-young/ (Accessed: 09 December 2023).

FMP brand identity inspiration on Pinterest, Pinterest. Available at: https://www.pinterest.co.uk/AmberRoseGraphicDesign/fmp-brand-identity-inspiration/ (Accessed: 07 December 2023).

HarperCollins UK Publishers Ltd. (no date) HarperCollins Publishers UK. Available at: https://harpercollins.co.uk/ (Accessed: 09 December 2023).

Jaronson (2022) Welcome to penguin: We are what you read, Penguin Books. Available at: https://www.penguin.com/our-story-timeline/#:~:text=Penguin%20Books%20was%20originally%20founded,1939%2C%20called%20Penguin%20Books%20Ltd. (Accessed: 21 April 2024).

Macmillan Children’s books (no date) SoundCloud. Available at: https://soundcloud.com/pan-macmillan/sets/macmillan-childrens-books (Accessed: 09 December 2023).

Mineral creative blog (2016) Mineral creative blog. Ladybird Book of…, Mineral Creative. Available at: https://mineralcreative.co.uk/the-ladybird-book-of/ (Accessed: 09 December 2023).

Penguin (2020) How the penguin logo has evolved through the years, Penguin Books UK. Available at: https://www.penguin.co.uk/articles/2020/09/penguin-books-logo-history-edward-young-allen-lane (Accessed: 09 December 2023).

Penguin Classics Book (no date) Encounters with the Greatest Library in the World. Available at: https://www.penguinclassicsbook.co.uk/ (Accessed: 09 December 2023).

Sheffield Botanical Gardens (2023) Wikipedia. Available at: https://en.wikipedia.org/wiki/Sheffield_Botanical_Gardens (Accessed: 24 April 2024).

Topher (no date) Penguin Group Logo Development from 1935 to present day, Everything Graphic Design and Web Development. Available at: http://www.designshifts.com/penguin-group-logo-development-from-1935-up-to-today/ (Accessed: 09 December 2023).

Ugc (2021) Sheffield Botanical Gardens Bear Pit, Atlas Obscura. Available at: https://www.atlasobscura.com/places/sheffield-botanical-gardens-bear-pit (Accessed: 24 April 2024).

Walker Books – Childrens Books (no date) Walker Books – Walker Books – Childrens Books. Available at: https://www.walker.co.uk/ (Accessed: 09 December 2023).

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