In 1935, publisher Allen Lane founded Penguin Books with the radical idea of making high-quality literature available for the price of a pack of cigarettes. At the time, paperbacks were associated with cheap, poor-quality fiction. Lane wanted a brand that was 'dignified but flippant.' His secretary suggested the name 'Penguin,' and a 21-year-old office junior named Edward Young was sent to the London Zoo to sketch the birds for the logo. Young spent the day in the penguin enclosure, creating the first version of the world-famous dancing penguin. The color-coded covers (orange for fiction, blue for biography, green for crime) became an icon of 20th-century design. Penguin’s success democratized reading, proving that there was a massive market for serious literature among the general public.