Mustoe Merriman Herring Levy unveils latest work in Penguin branding campaign

Mustoe Merriman Herring Levy is launching the second phase of its branding campaign for Penguin Books.

Mustoe Merriman Herring Levy is launching the second phase of its

branding campaign for Penguin Books.



The poster campaign, which breaks on 15 November, features three new

executions and adheres to the same strategy of claiming ownership of

words, letters and language.



The art direction is minimalist, using the familiar orange lettering on

a plain white background, and all the executions use the Penguin

logo.



The work will appear on bus-sides throughout November and December and

will feature the lines ’public transport’, ’for bookcases’ and ’mind

your head’.



’The success of the first campaign meant that we have really had to beat

ourselves up to produce work that can compete on equal terms with the

launch executions - and we feel that we have more than done that,’

Damian Horner, the account director on the Penguin business at Mustoe

Merriman, said.



The brief was to extend the range of the brand enabling it to appeal to

all audiences including investors and staff, authors and consumers.



The campaign was written by Gary Dawson and art directed by Scott

Bain.



Media was through Total Media.



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