The Establishment Evaluation - Penguin Books - Competition Brief

Overall the design has met the brief specification well, it is fresh and youthful and advertises the book to a 'new audience'. It is not overtly segregating the audience and could be picked up by anyone, regardless of their political party. The blue tone might indicate something against the conservatives, however they are part of the establishment and are typically who Owen Jones is talking about. It is subtle enough that it would not create disturbance, particularly as conservatives aren't the target market for this book. The cover itself is striking, as the brief suggests it should be, with a clear concept which also makes a statement. The idea is imaginative and is enhanced by the simple and consistent design - the ballot paper lifts from the page and confronts the viewer. One of the main components of the design is the typography, which is the judges often say they look for. The use of Futura is striking and indicates the serious and direct nature of the book. I plan to use Futura for each book in this series and with added context and editing it is interesting to see how it works for each genre. Finally, the colours and layout used will fit well within the market however the illustrative and 'full' approach will give it a point of difference. The back cover especially appears more playful than many other political books on the shelf, and some feedback suggested this was too noticeable - however, I believe it is exactly what the Penguin judges may go for considering previous entries; it also attracts perhaps a more youthful and new audience just as the brief suggests.