Founded in 1935, and joining Penguin in 1985, Michael Joseph has a long and distinguished history of publishing the very best authors in each field and bringing their books to the widest possible audience.

The core of the new brand is the mermaid emblem—used in a range of lockups as well as in the colophon on all book spines—which captures the heritage of Michael Joseph in a refreshing contemporary style. A punchy, aquatic jade serves as the brand’s primary colour, inspired by the division’s maverick, future-facing personality.

The scale pattern of the mermaid’s tail, along with a complementary secondary palette, provide dynamism in editorial applications and the flexible grid gives a sense of structure, contrasting with the more charming and esoteric illustrated logo.