Since its start in 1935, Penguin has been spearheading in suggesting ideas of what a modern day publisher should pursue by offering paperbacks with affordability and portability, formulating ideas to meet the needs of the times and establishing brand identity through book design ideas. Even when sold for affordable price, penguin ensured quality of contents between the covers by finding the best-qualified authors. All of these were made possible by the founder, Allen Lane’s simple belief that “Books are for reading.”