Penguin

Allen Lane, founder of Penguin Books, wanted a 'dignified but flippant' symbol for his new business. His secretary suggested a Penguin and another employee was sent to London Zoo to make some sketches. Seventy five years later Penguin is still one of the most recongnizable brands in the world. The quality paperback had arrived and in addition to the logo the cover art work went on to become a design classic. (More information on Penguin)