# Versatile Literary Logo Ads The Penguin Books 'Books for Every Interest' Campaign Appeals to Many By Meghan Young | Published 2012-10-11 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/penguin-books-books-for-every-interest References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/10/penguin-books-hobbies-fiction-travel-languages-gardening-fairy-tales/) & [yr](http://www.yr.com) The [Penguin Books](https://www.trendhunter.com/trends/penguin-x-moebe-book-stand) 'Books for Every Interest' ad campaign not only shows the various genres and topics this company covers, but also how versatile its logo is. The iconic penguin silhouette has been given a variety of treatments, from steampunk to craft and even illustration, in order to visually demonstrate how many different types of books the company carries. Conceived and executed by the [Young & Rubicam](https://www.trendhunter.com/trends/paris-printemps-popup) ad agency branch based in Malaysia, the Penguin Books 'Books for Every Interest' ad campaign is smart and creative. It was art directed by Hor Yew Pong, Nikken Chong, Foo Guan Foong, Emily Tan, Jillyn Cheoh and Joshua Tay with creative direction by Hoe Yew Pong. The true stars, however, are the illustrators: Cue Art, Emily Tan, Jillyn Cheoh, Hor Yew Pong and Man Man. ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 91% | Activity: 81% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What's Driving This Trend - **Versatile Branding:** Other companies can experiment with their existing logo to showcase the variety of products and services they offer. - **Illustration-based Advertising:** Other businesses can use custom illustrations in their ads to make an impact and convey their message in a fun and creative way. - **Interest-based Marketing:** Companies can create effective campaigns by catering to the specific interests of their target audience and showcasing the range of options they provide within those interests. ### Who This Affects Most - **Publishing:** Book publishers can create branding campaigns that showcase the variety of books they offer, from different genres and topics, in order to attract a wider audience. - **Advertising:** Ad agencies can take inspiration from the creative and versatile approach of Young & Rubicam and create fresh and innovative campaigns for their clients. - **Illustration:** Illustration studios can showcase their creativity and design skills by creating custom illustrations for advertising campaigns, similar to the ones featured in the Penguin Books ads. ## Related on Trend Hunter - [Literature-Inspired Packaging Designs](https://www.trendhunter.com/trends/good-to-read.md) - [Hyper-Targeted Book Covers](https://www.trendhunter.com/trends/the-book-of-money.md) - [Versatile Book Displays](https://www.trendhunter.com/trends/penguin-x-moebe-book-stand.md) - [Photosensitive Book Experiences](https://www.trendhunter.com/trends/the-outside-book.md) - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md) - [Humorous Outdoor Apparel Campaigns](https://www.trendhunter.com/trends/engineered-for-whatever.md) - [Accessible Design Campaigns](https://www.trendhunter.com/trends/really-really-good-design.md) - [Playful Creative Design Billboards](https://www.trendhunter.com/trends/3d-billboards.md) - [Imaginative Fantasy-Inspired Campaigns](https://www.trendhunter.com/trends/canva-spotlights.md)