The smelly zoo trip behind a famous pictorial mark
In 1935, 21-year-old Edward Young drew Penguin’s logo after a trip to London Zoo. The story goes that he remarked how much the birds stank.
The branding lesson
Penguin’s own history of its logo tells how 21-year-old Edward Young was “dispatched to London Zoo” in 1935, and repeats the often-told story that he “remarked on how much the birds stank.” Asked in 1962 who drew the early penguins, Young annotated the sheet of logos with his initials and wrote: “All these are my own humble efforts.”
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The psych of why it works
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