Ladybird’s name change is the publisher’s biggest change in over 100 years

If you grew up in the UK, chances are you’ve read a Ladybird book at least once in your life. The hallmark, a subsidiary of Penguin Random House, has helped generations of children learn to read in its long history, which dates back more than a century. And today sees the biggest upheaval Ladybird has seen in all this time.

Work with an innovation and design company CreateFuture, Ladybird has developed new brand guidelines that retain the essence of the familiar brand. These new guidelines include a suite of fun and flexible contemporary colors, patterns, shapes and stickers, allowing Ladybird to get its message across to existing audiences.

But above all, the familiar ladybug icon remains unchanged. With a legacy so deeply ingrained in readers’ minds, it’s a welcome choice. It would be like changing the Apple logo or removing the Nike swoosh. Some logos are too iconic to alter. However, the Ladybird icon has been expanded with a new font that creates a “clean, modern homage” to the publisher’s history.

“Ladybird is an iconic global brand, loved by generations as the gateway to reading for millions of children,” said Alex Moyet, Chief Brand Officer at Penguin Random House Children’s.

“We’re incredibly proud of Ladybird’s rich history, and the best way for us to honor that is to make sure the brand continues to appeal to parents and kids today. We’re thrilled to launch this new look. for Ladybird, which combines elegant design with the playful sense of Ladybird.”

Dave Ward, Creative Director and Founder of CreateFuture, added: “The team at CreateFuture has worked closely with the Penguin Random House Children’s team to refresh the Ladybird branding system. We are very proud of the relationship and the result. It was a great privilege to trust a brand that children have loved for generations.

“The challenge was to create a modern, inspiring, digital branding toolkit that Penguin Random House teams would love to use. Designed to bring the books kids love today to life and engage parents and caregivers. caregivers in all brands. indicate.”

The brand update coincides with Katherine Halligan’s recent appointment as Ladybird’s chief publishing officer and sees the brand take a big step into the digital world with a design system that works across websites and apps. .