Penguin Lantern launches refreshed online identity and branding via Frost* Design
Lantern, an imprint of Penguin Books, has launched a refreshed online identity and branding with a new web portal created by Sydney brand and communications studio Frost* Design.
Penguin Lantern books receive great exposure and placement within bookstores translating to good sales. However, with a percentage of book sales shifting from shop fronts to online retailers the challenge of discoverability in the changing retail landscape has become paramount in Lantern’s success.
The brief from the client was to establish an online identity and web portal that would familarise the public with the Lantern books and enable book buyers to develop a connection with the brand, something Lantern was not previously achieving through catalogue only online retailers.
In approaching the re-fresh of Lantern’s online identity Frost* 
sought to emulate the same timeless charm Penguin is renowned for. Deciding to focus on the idea of ‘books as a source of enlightenment’, Frost* created an emblem symbolic of two open books. Evoking the image of pages radiating out from the book’s spine, to double as a representation of radiating light – a quirky reference to the Lantern and idea of enlightenment.
Frost* worked closely with the client 
throughout the whole process to really flesh out the solid set of wireframes necessary to create a dynamic online portal. Focusing intently on creating an intuitive site that gives readers, journalists and booksellers uncomplicated access to information about each Lantern title. It was also important that the webpage be a resource for authors who want to be associated with the high-quality brand.
For the online look and feel, tying in with the new Lantern logo Frost* drew inspiration from classic bordering and literary decoration. The overall result is fluid combination of functionality and timeless charm.