Lane was inspired by the success of the Tauchnitz Edition, a series of English-language books published in Germany that were sold to travelers. He believed that there was a similar market for affordable books in England, and he decided to start his own publishing company.
Lane chose the name "Penguin Books" because he wanted to create a distinctive brand that would stand out from the competition. He was also inspired by the fact that penguins are flightless birds that are known for their resilience and adaptability, which he felt was a good metaphor for the company's mission.
The original Penguin Books logo was designed by Edward Young in 1935. It featured a simple, stylized image of a penguin, with the company's name written in a bold sans-serif font. The logo has been updated several times over the years, but it has always retained the basic elements of the original design.
Today, the Penguin Books logo is one of the most recognizable brands in the world. It is a symbol of quality and affordability, and it has helped to make Penguin Books one of the most successful publishing companies in history.