Penguin Random House has unveiled its new logo, meant to answer the question of how Penguin and Random House would reconcile branding after coming together in 2013.
The logo, when it's alone, consists of a pipe on either side and three lines: Penguin/Random/House, all written using Shift, a unique and recognizable slab serif from Jeremy Mickel.
The important thing about the wordmark, as the video above illustrates, is that it complements all the publisher imprints it will sit next to. It demonstrate's PRH's presence and importance, without overtaking the imprint logo or becoming distracting.
According to Business Week, predictable ideas centered around logos incorporating a penguin and a house fell flat. Visually, it's easy to imagine how that combination (when placed next to imprint logos) would be confusing and tangled. The light, simple, understated wordmark ended up the victor, and for good reason.