Following several weeks of rumors, Penguin Group confirmed last week that as part of a worldwide corporate branding initiative instituted by its parent company, Pearson, it is renaming its U.S. Penguin Putnam subsidiary Penguin Group (USA). The change becomes effective in January.
In a letter to employees, Penguin Putnam president David Shanks said the change "is a logical step in the Penguin Group's brand efforts to be viewed as one company and one corporate brand globally." Shanks added that the move "reflects Pearson's CEO Marjorie Scardino's and Penguin chairman John Makinson's deep commitment to global teamwork."
Penguin's U.S. operation had been using the Penguin Putnam name since Penguin acquired Putnam six years ago. In his letter, Shanks noted, "Putnam, officially known as G.P. Putnam's Sons, will continue to represent publishing excellence." Shanks added "The corporate brand will have no impact on the position or presentation of any of our imprints."
In a statement to PW, Shanks reiterated that the company's individual imprint names and identities will continue as separate and distinct brands within the publishing house. "We are just changing the company's corporate name; nothing else is changing," Shanks said.