Penguin Random House UK unveils Playful Penguins
By James Herring on Monday, March 2, 2026
There are brand mascots. And then there are birds with an 90-year publishing pedigree.
Penguin Random House UK has introduced the ‘Playful Penguins’, a new suite of illustrations created as part of its wider visual identity refresh.
Think less corporate logo, more character ensemble cast.
Illustration has been stitched into Penguin’s DNA since 1935, when Edward Young sketched the original bird for the brand’s launch.
Art directors like Hans Schmoller and Jan Tschichold later expanded the archive, shaping a house style that managed to be dignified and faintly cheeky at the same time.
Design director Derek Man said ‘Whilst the Playful Penguins are a continuation of that spirit, they are also designed to answer our brand’s needs in 2026 and beyond. They will show up across a wide range of applications, from seasonal campaigns to social impact initiatives, meaning they need to be flexible and adaptable.’
The 2026 update keeps that spirit but gives it stretch. Instead of locking the characters into fixed scenes, the team developed a modular kit of poses and props.
The illustrations are brought to life by Matt Blease, whose style lands in a sweet spot between warmth and wit.
In a world where many identity refreshes sand down personality in pursuit of “clarity”, Penguin has chosen to double down on character.
