We were tasked with creating a research moodboard into an inspirational brand. Whilst I had looked previously into the Polaroid Originals brand, I chose a new brand to research so that I would have fresh ideas in my head. I chose Penguin as I love the colour scheme they incorporate into most of their marketing materials and the books themselves, using a common theme of black and orange. One thing I find interesting about Penguin is that they are such a well-known and widespread brand that they also have merchandise, such as mugs, umbrellas, and tote bags, which are easily recognisable as being from that brand, as it is a very popular brand amongst readers. My moodboard, created on an A3 artboard using Adobe Illustrator, highlights both the target audience and three words I chose to sum up the brand, and shows the various styles of covers Penguin have, from the Little Black Classics and Modern Classics ranges, to the original orange and cream covers and the premium Clothbound Classics covers. I really enjoyed making this moodboard and would like to continue to do similar work to this in the future.
My chosen commercial brand is Penguin, specifically the Penguin Classics imprint of the brand. The reason I have chosen this brand to research is because Penguin is an iconic brand amongst readers and is often chosen by universities for set books for their courses. There have been several cover design changes throughout the years. The current design consists of the cover image taking up roughly ¾ of the cover, with a thin white bar underneath (with Penguin Classics and the logo on it), and below that is the title. This book cover design is arguably one of the most iconic features of the brand, as it is recognisable as Penguin, and is sleek and minimalistic. The main colours of the brand are black and orange, and are used widely throughout both the covers and marketing materials, and of course, in the logo itself. Their children’s imprint, Puffin, has a lot of the same features in the logo, with a puffin instead of a penguin. Penguin have also released a set of beautifully designed clothbound hardback classics, which have an audience amongst collectors or people looking for gifts. The main target audience for the brand would be anyone interested in reading, but mostly somewhat older readers, as younger readers would be more likely to read the Puffin imprint. The brand connects with its audience by presenting well designed covers which are simple yet effective, and often use paintings or statues as the cover images, showing the class of the books. Penguin is on multiple social media sites, to update readers using these sites as to release dates or book announcements. They are also found in essentially every bookshop, allowing them to reach multiple age ranges, as some people might not shop in physical bookshops often, choosing instead to buy books online.
My chosen brand to do quick research into was Polaroid/Polaroid originals. I chose this brand as I believe it to be a very iconic brand, at least in terms of photography. Their logo and brand imagery use a lot of colours but the actual name is in black, and the choice of typeface is simple but reliable, showing its status as a household name. Polaroid is such a well-known brand that other brands of instant-development cameras are often referred to as Polaroids, in the same way that image-manipulation programs are referred to as Photoshop. Polaroid make non-camera products as well, such as apparel and enamel pins, which help to advertise the brand and make it even more well-known. I don’t think that there is an age range, as it is a household brand, but the target audience is for photography enthusiasts, no matter how amateur or professional. They advertise on social media such as Instagram and Twitter, but they also have an email newsletter for those wishing to keep in touch in that way.
If I were to use three words to describe the brand, they would be: iconic, pioneering, and fun, and to describe the target audience in three words, I would use the words: family, photographers, or playful.