Penguin Books
British publisher that made the paperback a mass product, known for its simple typographic covers.
Allen Lane founded Penguin to publish cheap, well-made paperbacks. The books cost sixpence, as much as a packet of cigarettes, and were sold in chain stores.
Edward Young drew the penguin and the covers with coloured bands for different kinds of books. Jan Tschichold worked for the publisher in 1947–1949 and gave it a typographic standard, and later designers such as Germano Facetti continued. Penguin Classics began in 1946.
Horizontal bands of colour: orange for fiction, green for crime and dark blue for biography.
The penguin in an oval and a series number on the spine.