Penguin

In 1935, if you wanted to read a good book, you needed either a lot of money or a library card. Cheap paperbacks were available, but their poor production mirrored the quality on the pages. Penguin paperbacks were the brainchild of Allen Lane, who decided that good quality contemporary fiction should be made widely available at an attractive price. He also wanted a 'dignified but flippant' symbol for his new business. His secretary suggested a Penguin and another employee was sent to London Zoo to draw. Seventy years later Penguin is still one of the most recognizable brands in the world.