What do you think?
Rate this book
Puffin By Design: 70 Years of Imagination 1940 - 2010
Late in 1939 a chance meeting between Penguin founder, Allen Lane, and natural history publisher, Noel Carrington, changed the future of children's publishing with the formation of a series called "Puffin Picture Books". The first four titles appeared in 1940 and the series quickly established a reputation for presenting children's non-fiction in a unique blend of editing and design. "Puffin Story Books" soon followed with the publication of "Worzel Gummidge" in 1941 and, like the original launch of Penguin itself, these story books appeared in the three horizontal stripe design.
Looking back at seventy years of Puffin paperbacks, Phil Baines charts the development of Puffin and the role of illustrators and designers in creating and defining the identity of the Puffin list from the very first picture book through to modern day. Rich with stunning cover and inside illustrations, and filled with detail of individual titles, Phil discusses the changes in typography, illustration and printing techniques over Puffin's spectacular 70-year history.
An extraordinary and beautiful book, this is a perfect companion to "Penguin By Design".
Looking back at seventy years of Puffin paperbacks, Phil Baines charts the development of Puffin and the role of illustrators and designers in creating and defining the identity of the Puffin list from the very first picture book through to modern day. Rich with stunning cover and inside illustrations, and filled with detail of individual titles, Phil discusses the changes in typography, illustration and printing techniques over Puffin's spectacular 70-year history.
An extraordinary and beautiful book, this is a perfect companion to "Penguin By Design".
256 pages, Paperback
First published May 27, 2010
47 people want to read
Ratings & Reviews
Friends & Following
Create a free account to discover what your friends think of this book!
Community Reviews
Displaying 1 - 7 of 7 reviews
April 11, 2025
Visually compelling and historically significant, being chronologically chronicled, is 'Puffin By Design', a book to delight not only the collectors of this genre but also those interested in book design generally.
After a brief introduction about the Penguin imprint before Puffins, Noel Carrington and the Puffin Picture Books are first on the agenda as they began the imprint. They were so popular that they continued from 1940 to 1965 with the series being reinvented as New Puffin Picture Books from 1975-1977. The titles were educational as well as simply for enjoyable reading, vide 'Orlando's Evening Out' (1941), which went on to become a perennial favourite featuring the ginger cat.
Puffin Story Books, which began in 1941, Cut Out Puffins, the short-lived Peacock series, Puffin Plus, Puffin Classics, the Fighting Fantasy Series and Puffin Modern Classics are all discussed and well illustrated. And the names of the illustrators are many of the great ones of the respective day, such as Edward Ardizzone and Quentin Blake with W Heath Robinson also making an odd appearance!
And all through, the evolution of a brand is highlighted as cover design, typefaces and illustration styles all change with the times, sometimes I might add, not for the better! And, always looking objectively at the brand, the author is sometimes critical, perhaps unduly on occasion, of some of the changing design features.
It is an absolutely lovely book, well written, beautifully designed and a delight to have in one's collection.
After a brief introduction about the Penguin imprint before Puffins, Noel Carrington and the Puffin Picture Books are first on the agenda as they began the imprint. They were so popular that they continued from 1940 to 1965 with the series being reinvented as New Puffin Picture Books from 1975-1977. The titles were educational as well as simply for enjoyable reading, vide 'Orlando's Evening Out' (1941), which went on to become a perennial favourite featuring the ginger cat.
Puffin Story Books, which began in 1941, Cut Out Puffins, the short-lived Peacock series, Puffin Plus, Puffin Classics, the Fighting Fantasy Series and Puffin Modern Classics are all discussed and well illustrated. And the names of the illustrators are many of the great ones of the respective day, such as Edward Ardizzone and Quentin Blake with W Heath Robinson also making an odd appearance!
And all through, the evolution of a brand is highlighted as cover design, typefaces and illustration styles all change with the times, sometimes I might add, not for the better! And, always looking objectively at the brand, the author is sometimes critical, perhaps unduly on occasion, of some of the changing design features.
It is an absolutely lovely book, well written, beautifully designed and a delight to have in one's collection.
August 7, 2022
Unsurprisingly delightful collection of Puffin covers. The story follows a similar arc to Penguin By Design of socially improving 40s/50s, wild and ambitious 60s/70s, a very bad 80s and a partial revival more recently. But it's over ten years now so why oh why is there no Pelican By Design
January 16, 2016
A very visual romp through the Puffin history with many covers shown. Many of the quotes come from an earlier book and the only objection I have is the author has chosen to list dates of editions based on print dates - which I suppose makes sense if he shows the covers and emphasises them. But more useful would have been two dates. Otherwise a very easy book on the eyes and good to see artists credited
April 24, 2014
Superb book tracing the history of the design of Puffin Books. Just brilliant. What I particularly love about this book is that it is not afraid to be critical of design decisions. What a wonderful world we live in where people care about books for children and how they are designed.
February 5, 2016
For a mini review visit: https://hazelstainer.wordpress.com/20...
January 18, 2020
It's lovely to see some old friends here that are on my own shelves or tucked away somewhere at home!
Some are less well known, and particularly with the older ones I found myself wanting to know more about the contents of the books whose covers were shown. I suppose that's the sign of a good cover if it makes you want to find out more about the book inside!
It would also have been nice to see more of how a book's cover has changed over its various editions as well as the inside illustrations and layouts. Especially for children's books, the illustrations throughout are just as important! It also would have been interesting to find out more about the various mediums and techniques the artists used to create the covers.
With this sort of book there will always be covers that people will say 'Why didn't it include this one? It's one of my favourites!', and while of course it can't cover everything, I was surprised that there was very little mention of Shirley Hughes whose art seems to pop up everywhere in and on the covers secondhand children's books (and her own picture books are still in print now!).
I note that the current edition's covers receive no criticism - I wonder whether if this book was rewritten in a decade or two this would change!
On the whole it's an interesting look at design and illustration over the years and worthwhile reading for those interested in design and not just nostalgic lovers of children's books.
Some are less well known, and particularly with the older ones I found myself wanting to know more about the contents of the books whose covers were shown. I suppose that's the sign of a good cover if it makes you want to find out more about the book inside!
It would also have been nice to see more of how a book's cover has changed over its various editions as well as the inside illustrations and layouts. Especially for children's books, the illustrations throughout are just as important! It also would have been interesting to find out more about the various mediums and techniques the artists used to create the covers.
With this sort of book there will always be covers that people will say 'Why didn't it include this one? It's one of my favourites!', and while of course it can't cover everything, I was surprised that there was very little mention of Shirley Hughes whose art seems to pop up everywhere in and on the covers secondhand children's books (and her own picture books are still in print now!).
I note that the current edition's covers receive no criticism - I wonder whether if this book was rewritten in a decade or two this would change!
On the whole it's an interesting look at design and illustration over the years and worthwhile reading for those interested in design and not just nostalgic lovers of children's books.
September 22, 2014
Another excellent book on understanding cover designs by Phil Baines.
Displaying 1 - 7 of 7 reviews