In the competitive and ever-evolving world of book publishing, a book's cover plays an essential role in capturing the attention of potential readers. As we all know, we may tell ourselves not to judge a book by its cover, but in reality, the visual appeal often draws us in first. This principle has been fully recognized by Penguin Books, a publishing giant known for its quality and diverse range of titles. Penguin Books has once again opened up its annual Cover Design Award competition, providing a fantastic opportunity for budding designers and illustrators to showcase their talent and break into the world of book cover design.
What started as the Student Design Award has evolved over time. In 2022, Penguin rebranded the award, making it more inclusive. Now, aspiring creatives aged 18 and above, across the UK and Ireland, have the chance to participate. Unlike some other design competitions that only accept those with years of paid experience, this competition is open to all, including those with little or no professional experience in design or illustration. The shift towards inclusivity has not only opened the doors to fresh talent but has also allowed artists from diverse backgrounds and skill levels to participate, ensuring that new voices are heard and that unique perspectives are brought to life in book design.
This Year's Challenge: Three Books, Three Genres
Each year, the Penguin Books Cover Design Award presents participants with an exciting opportunity to explore and push the boundaries of their creative abilities. The 2025 competition has taken this concept further by inviting designers to redesign the covers of three distinct Penguin titles. These titles represent different publishing categories and genres, offering artists the chance to experiment with a wide range of moods, design techniques, and visual storytelling methods. Each genre presents its own unique challenges and creative possibilities, requiring designers to think deeply about how to visually represent the essence of a book through their cover art.
For the 2025 competition, the three selected books cover a wide spectrum of topics and themes. From the self-help and personal growth genre to the energy and passion of the 1970s music scene, and the whimsical, magical world of children’s literature, the competition encourages a diversity of approaches. The challenge lies not only in creating a visually striking cover but also in conveying the themes, emotions, and the unique essence of each book, drawing potential readers in.
The three books chosen for the competition this year are as follows:
Adult Non-Fiction: Atomic Habits by James Clear
James Clear’s Atomic Habits is a groundbreaking self-help book that focuses on the science behind habit formation and how small changes can lead to massive long-term success. This book has garnered widespread attention due to its practical advice on how to build and sustain positive habits while breaking bad ones. The central themes of personal growth, productivity, and transformation make this book an exciting challenge for designers.
Creating a cover for Atomic Habits requires designers to translate the concepts of habit building and personal development into a visually appealing design. The cover should embody the practical, actionable strategies that Clear outlines in his book while also appealing to readers who are interested in improving their lives. The design must resonate with individuals looking for practical advice that can be easily implemented. This is a perfect opportunity for designers to experiment with minimalist and modern design principles. Simple geometric shapes, clean lines, and subtle color palettes could evoke the clarity and structure of Clear’s writing. On the other hand, conceptual designs that symbolize personal growth and transformation through subtle visual metaphors would also be fitting for this category.
A key aspect of the cover design will be to balance simplicity with depth, conveying the core message of the book while sparking curiosity. The challenge lies in creating a cover that is both inviting and motivational, appealing to readers who are eager to make lasting changes in their habits and lives.
Adult Fiction: Daisy Jones and the Six by Taylor Jenkins Reid
Daisy Jones and the Six by Taylor Jenkins Reid is a critically acclaimed adult fiction novel set in the 1970s rock-and-roll scene. The novel tells the story of a fictional rock band, their rise to fame, and the personal and professional dynamics that shaped their music and relationships. The book is presented as an oral history, with the characters recounting their experiences and struggles, making it a rich, immersive read. It explores themes of love, fame, addiction, heartbreak, and the tension between artistic vision and personal desires.
For designers, Daisy Jones and the Six presents an exciting opportunity to capture the raw energy and glamour of the 1970s rock-and-roll era. The cover must evoke the spirit of the music scene at the time, while also staying true to the personal, intimate nature of the story. Designers need to create an image that reflects the band’s internal struggles and the chaos that surrounds fame and success. Given the vintage setting, designers can incorporate elements that represent the 1970s era, such as psychedelic colors, bold typography, and retro illustrations. However, they must also ensure that the cover reflects the emotional depth of the characters and the complexity of their relationships.
The challenge here lies in balancing the outward glamor of the rock scene with the more intimate, personal aspects of the characters’ lives. Designers must consider how to visually represent the band's highs and lows, their triumphs and tragedies, while appealing to readers who are drawn to both music and deeply human stories. The cover must be dynamic and captivating, compelling readers to dive into a story that is as much about the people behind the music as it is about the music itself.
Children’s Literature: City of Stolen Magic by Nazneen Ahmed Pathak
City of Stolen Magic by Nazneen Ahmed Pathak is a captivating children's book set in a fantastical world where magic exists in abundance. The story follows young characters as they embark on a thrilling adventure through a magical city filled with enchantments, hidden secrets, and otherworldly creatures. The novel is an exciting blend of adventure, fantasy, and mystery, providing young readers with a world full of imagination and possibility.
For illustrators and designers, creating a cover for City of Stolen Magic offers the opportunity to design a vibrant, whimsical cover that captures the enchanting atmosphere of the book. The challenge here is to convey the wonder and excitement of the magical world within the pages of the book, while also creating a design that resonates with children and sparks their imaginations. The cover should transport young readers into the story, encouraging them to explore the city and its mysteries.
Designing a cover for children's literature requires a deep understanding of what appeals to young audiences. Illustrators must balance playful, colorful imagery with elements that evoke the sense of mystery and adventure found within the story. Whimsical designs, fantastical creatures, and bold colors can all be used to create a sense of wonder, but it’s important that the cover feels inviting and not too overwhelming for children. The challenge lies in ensuring that the cover is visually captivating while also reflecting the heart of the story: a magical journey filled with excitement and discovery.
The Power of Visual Storytelling
A key element of the Penguin Books Cover Design Award is the ability to communicate the essence of a book through visual means. Cover design is not merely about creating something that looks beautiful; it is about telling a story. The book cover is often the first point of contact a reader has with the book, and it must create an emotional connection.
Visual storytelling is an essential skill for designers, as it requires a deep understanding of the themes, tone, and target audience of the book. The cover must reflect the book’s content while simultaneously drawing in potential readers, enticing them to learn more. Designers must consider not just the visuals but also the typography, the layout, and how these elements interact with one another to convey the book’s message. This process involves deep creative thinking and a keen sense of the emotional impact that a book can have on its audience.
For each of the three selected books in the 2025 competition, designers must use their creativity to produce covers that not only stand out on a shelf but also resonate with readers on a deeper level. Whether it’s through the minimalist design of Atomic Habits, the vibrant and retro energy of Daisy Jones and the Six, or the whimsical and magical nature of City of Stolen Magic, the covers must speak to the heart of each book's message. This is the true art of cover design: using visual elements to tell a story and invite readers into the world of the book.
Exploring Design Techniques and Trends
The variety of genres and themes presented in the 2025 competition allows for a wide range of design techniques and trends to emerge. Each book offers different creative possibilities, pushing designers to think outside the box and experiment with new approaches. From the clean, modern lines of Atomic Habits to the bold, energetic typography of Daisy Jones and the Six, and the magical, illustrative flair of City of Stolen Magic, the competition encourages designers to stretch their skills and embrace diverse styles.
In recent years, the trend in book cover design has leaned towards minimalism and conceptual art, with designers opting for clean lines, understated color schemes, and abstract designs. However, for Daisy Jones and the Six, a more retro and nostalgic approach would likely resonate with the 1970s rock-and-roll vibe of the novel. The use of bold colors, groovy typography, and psychedelic elements could take center stage, creating a cover that is both visually striking and thematically fitting.
For City of Stolen Magic, the trend in children's literature covers has shifted towards more dynamic and playful illustrations, featuring bright colors and fantastical creatures. These designs often draw upon a sense of childlike wonder and imagination, ensuring that the cover captures the attention of young readers while evoking the magical atmosphere of the story within.
The 2025 competition also provides an opportunity for designers to experiment with different typography styles, considering how fonts can reflect the tone of the book. The choice of typeface is just as important as the visual imagery on the cover, as it helps convey the mood and personality of the book. In the case of Atomic Habits, a clean, modern sans-serif font could emphasize the simplicity and clarity of the self-help genre, while a more expressive, hand-lettered font might suit the emotional depth of Daisy Jones and the Six.
A Record-Breaking Response
The Penguin Books Cover Design Award 2025 marked a milestone in terms of response and participation. This year’s competition received an overwhelming 1,800+ submissions, highlighting the growing interest in book cover design and the expanding creative community within the UK and Ireland. This surge in entries reflects not only the increasing recognition of the competition but also a surge in the number of talented individuals eager to make their mark in the publishing world. With so many designers entering the contest, it became apparent that the competition has captured the imagination of creative professionals from all walks of life. The large volume of submissions shows that book cover design is no longer a niche field but has evolved into a vital area of creative expression within the publishing industry.
This significant response is also a testament to the growing appreciation of visual storytelling in literature. Over the years, readers have become more attuned to the importance of a book’s cover as a powerful visual introduction to its story. For many, the cover is the first interaction they have with the book, and it plays an essential role in shaping their expectations and setting the tone for the reading experience. Designers have recognized this power and, as a result, the quality of submissions has continually risen, with many aspiring artists eager to showcase their ability to bring stories to life visually. The increasing number of entries also indicates a trend toward more inclusive and accessible design competitions, where both experienced professionals and up-and-coming designers can have an equal opportunity to showcase their talents.
The Challenge of Choosing the Finalists
With such a massive influx of submissions, the task of narrowing down the entries to a select group of finalists was no small feat. Penguin’s judging panel, composed of seasoned industry professionals, was faced with an immense challenge: to evaluate hundreds of designs based on their creativity, technical skill, conceptual depth, and ability to capture the essence of each book. The high volume of submissions required an in-depth and careful review process. The judges had to sift through a diverse range of artistic approaches and styles, from minimalist designs to more elaborate and complex visual compositions.
The competition offered designers the chance to work with a variety of genres, and the resulting submissions reflected this diversity. From sleek, contemporary designs for self-help books to vintage, retro-inspired covers for fiction, and whimsical, fantastical designs for children’s literature, the submissions ranged from highly conceptual to more traditional and illustrative styles. This rich variety of design styles, techniques, and visual language made the judging process all the more challenging. The panel had to consider not just the aesthetic appeal of each design but also its effectiveness in representing the book’s themes, characters, and message.
The Shortlist: Recognizing Creativity and Craft
After much deliberation, the judging panel was able to narrow the entries down to a shortlist of 30 finalists, with 10 selected for each of the three categories. This group of finalists showcased a remarkable range of talent and creativity, offering a glimpse into the diverse artistic approaches that are shaping the future of book cover design. Among the standout submissions were Katy Reid’s retro 70s-inspired cover for Daisy Jones and the Six, Charlotte Gill’s atmospheric and richly textured concept for Atomic Habits, and Andrea Torsdatter Davidsen’s whimsical and otherworldly design for City of Stolen Magic. These designs stood out not only because of their visual appeal but also because of how effectively they communicated the essence of each book.
Katy Reid’s Daisy Jones and the Six cover is a masterclass in retro design. Reid’s use of bold, vibrant colors and iconic 70s typography captured the essence of the novel’s setting in the golden age of rock music. The cover exudes the energy, glamour, and chaos of the era, all while maintaining a strong visual connection to the themes of fame, relationships, and the complexities of the music industry. The design feels both nostalgic and fresh, resonating with fans of the book while also drawing in new readers who are intrigued by the visual language of the 1970s music scene.
Charlotte Gill’s design for Atomic Habits took a more minimalist approach but was no less impactful. With its sleek and modern aesthetic, the cover exudes a sense of clarity and order, reflecting the practical and actionable nature of James Clear’s book. The use of subtle geometric shapes and a restrained color palette mirrored the book’s themes of building habits and creating lasting change. The design feels both calming and motivating, encouraging readers to take action and improve their lives. It’s a perfect example of how less can be more in book cover design—where simplicity is not just an aesthetic choice but a deliberate reflection of the content.
Andrea Torsdatter Davidsen’s whimsical and fantastical cover for City of Stolen Magic was a standout in the children’s literature category. The design drew readers into a world of magic and adventure, with vibrant colors, enchanting illustrations, and a sense of mystery. The cover perfectly captured the imaginative nature of the book, inviting young readers to embark on a magical journey. Through her design, Davidsen was able to encapsulate the book’s themes of exploration, magic, and wonder, making it a captivating choice for children and adults alike.
These standout designs are only a few examples of the incredible talent and creativity displayed by the finalists. The quality of the submissions was so high that the judges found themselves having to make difficult decisions at every turn. This speaks to the growing recognition of the importance of book cover design as a form of art and storytelling in its own right.
The Role of Visual Storytelling in Publishing
As Richard Bravery, Penguin’s General Art Director, noted, the sheer variety of design styles on display was a testament to the incredible talent and creativity within the book design community. Bravery’s remarks highlight an essential aspect of the competition: visual storytelling. The book cover is not just a decorative element; it is an essential part of the narrative process. A well-designed cover has the power to communicate the essence of a book to its readers, setting the stage for the experience that awaits them inside the pages.
Visual storytelling is an art form that requires a deep understanding of a book’s themes, its characters, and the emotions it aims to evoke in its readers. The cover is often the first interaction readers have with a book, and it must create an immediate connection. Whether through color, typography, illustration, or photography, every design element plays a role in conveying the tone and mood of the story. A great cover can make a lasting impression, leaving readers eager to dive into the book and discover its world.
In today’s digital age, where books are often discovered online, the power of visual storytelling has become even more important. Covers are often the first thing readers see when browsing through online bookstores, and they can make all the difference when it comes to whether a book is clicked on and explored further. A well-designed cover can instantly grab attention and entice potential readers to learn more about the book. As such, the role of book cover design has evolved from being a simple marketing tool to a key component of the book’s identity and storytelling.
The Growing Popularity of Book Design
The overwhelming response to this year’s competition signals a growing recognition of the value of book cover design. Once considered a relatively behind-the-scenes aspect of publishing, book cover design is now receiving the attention and respect it deserves. Designers are increasingly seen as integral to the storytelling process, with their work helping to shape the way readers perceive and engage with a book. The success of the Penguin Books Cover Design Award, with its record number of submissions, is a clear indication of the growing interest in book design as a profession and art form.
The competition’s expansion and the increasing number of submissions can be attributed to several factors. First, the rise of self-publishing and independent authors has given book designers more opportunities to showcase their work. As more authors seek to stand out in a crowded market, they turn to talented designers to create covers that will grab attention and reflect the unique qualities of their books. Additionally, social media platforms like Instagram and Pinterest have allowed designers to share their work with a global audience, further fueling the demand for book design.
The growing popularity of book design also reflects broader trends in the creative industries. As design becomes more integrated into all aspects of modern life, from fashion to advertising to technology, the demand for talented and innovative designers continues to rise. The book publishing industry is no exception, and the success of the Penguin competition proves that book cover design is an essential and thriving field that continues to attract new talent and inspire creativity.
The Future of Book Cover Design
Looking ahead, the future of book cover design appears bright. As more and more designers enter the field, bringing fresh perspectives and ideas, the possibilities for innovation in book cover art are endless. The increasing recognition of book design as an art form will continue to inspire designers to push the boundaries of creativity, creating covers that are not only visually stunning but also meaningful and reflective of the stories they represent.
As the Penguin Books Cover Design Award continues to grow, it will undoubtedly serve as a key platform for emerging talent to showcase their skills and make their mark on the publishing world. For designers, being selected as a finalist or winner in the competition offers not only recognition but also an opportunity to connect with industry professionals and receive valuable feedback. This feedback, combined with the exposure gained from being part of such a prestigious competition, can open doors to exciting career opportunities in the world of book design.
The competition also serves as a reminder of the importance of collaboration in the creative industries. While the designer’s work is often front and center, a successful book cover is the result of collaboration between the author, the publisher, and the design team. The Penguin Books Cover Design Award highlights the importance of this collaboration, where the combined vision of writer and designer brings a book’s story to life in ways that words alone cannot.
Meet the Adult Fiction Finalists
The finalists in the Adult Fiction category showcased a wide array of design sensibilities, each offering a unique take on Daisy Jones and the Six. The selected designers include:
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Ruby Aron
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Max Bicknell
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Lewis Lenoble
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Olivia Vico Martinez
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Louis Martin
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Laurie Neil
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Katy Reid
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Cadi Rhind
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Katie Simpson
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Rebekah Sinclair
These designers impressed the judges with their ability to blend narrative elements and visual appeal. Some took a more minimalist approach, while others incorporated bold colors and graphic elements that evoked the spirit of the 1970s music scene. This range of approaches demonstrates the diversity of thought and creativity within the book design community.
Shortlisted Non-Fiction Designers
The Adult Non-Fiction category, which featured Atomic Habits, also produced a wealth of standout designs. The finalists in this category included:
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Ryan Bell
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Jessica Cracknell
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Craig Ferdinando
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Charlotte Gill
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James Gregory
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Joanne Griffin
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George Griffiths
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Ellie Parkes
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Megan Smith
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G.R. Stone
Designers in this category faced the challenge of translating a highly practical and motivational book into a visually striking cover. The selected designs embodied the themes of growth, transformation, and productivity, with some taking a more minimalist approach while others incorporated intricate designs and typography to emphasize the book’s core message of habit formation and self-improvement.
Children’s Illustration Finalists
The Children’s Literature category brought out some of the most imaginative and visually captivating entries. The finalists in this category demonstrated incredible skill in bringing to life the magical world of City of Stolen Magic. The shortlisted illustrators were:
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Evan Connolly
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Andrea Torsdatter Davidsen
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Matthew Hare
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Charlotte Jennings
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Karin Keratova
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Helen Lo
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Daisy May Nash
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Alic Parkes
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Sophie Sandys
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Yuxuan Zhou
These designers explored a wide range of creative possibilities, using vibrant colors, whimsical elements, and fantastical imagery to craft covers that would appeal to children’s imaginations. Many of these designs featured magical creatures, mysterious landscapes, and bold, playful typography that invited young readers to embark on a journey into the world of magic and adventure.
Final Judgement and Winner Reveal
With the shortlist in place, the judges will now enter the final phase of the competition, where they will deliberate further to determine the winners in each category. This is the stage where the real excitement begins, as the judges weigh the merits of each design based on creativity, originality, and how effectively each cover communicates the essence of the book it represents.
The final results will be announced on June 27, 2025, with the winning designs receiving widespread recognition in the publishing world. In addition to the honor of being chosen, winners will also benefit from professional feedback and mentorship from Penguin’s seasoned art directors. This invaluable feedback provides emerging designers with the opportunity to refine their skills, learn from industry experts, and further develop their portfolios.
Entrants Reflect on Their Journey
For many of the shortlisted entrants, making it to this stage of the competition has already been a career-defining moment. Evan Connolly, a finalist in the Children’s Literature category, shared that being shortlisted had made him seriously consider a future in book cover design. "It’s been incredibly motivating," he said, reflecting on how the experience had sparked his passion for this creative field. Similarly, Max Bicknell from the Adult Fiction category expressed how valuable the entire process had been. "I’d recommend this to any up-and-coming designer. The process itself was a valuable learning opportunity," he stated.
Charlotte Jennings, another finalist in the Children’s Literature category, shared her appreciation for the feedback she received from Penguin’s art directors. "The feedback helped me view my work in a new light. It was an unexpected but welcome surprise to be selected," she said, highlighting the professional development she gained through the competition.
Think You Have What It Takes?
If you’re an illustrator, designer, or simply a creative enthusiast, the Penguin Books Cover Design Award could be your opportunity to break into the world of book design. Penguin encourages aspiring artists to carefully review the competition guidelines and consider entering next year. Whether you have years of experience or are just starting out, this competition offers an incredible platform to showcase your skills, receive valuable mentorship, and potentially start your career in book cover design.
This competition is more than just a chance to win recognition. It is an invitation to be part of a vibrant and growing community of creative professionals who share a passion for storytelling through visual design. The journey to becoming a successful book cover designer may be long and challenging, but the Penguin Cover Design Award provides the perfect stepping stone for anyone ready to make their mark.
Final Thoughts:
The Penguin Books Cover Design Award has proven itself as a significant event in the world of book publishing and design. By opening up the competition to a broader range of participants, Penguin has not only cultivated a platform for emerging talents but also made a deliberate effort to encourage diverse perspectives in the design world. The rebranding of the competition in 2022 to include creatives aged 18 and above, regardless of professional experience, has allowed the design community to expand, welcoming fresh voices and new ideas to the world of book cover art. This shift has undoubtedly made the competition more dynamic and accessible to a wider audience, giving rise to innovative designs that might not have found a place in more traditional, exclusive contests.
The 2025 competition continues to be a celebration of creativity, and it stands as a testament to the power of visual storytelling. Book covers are not just a surface-level representation of a book’s contents; they are an entry point for readers, often determining whether or not a book is picked up. Therefore, a well-designed cover plays a crucial role in attracting the right audience and setting the tone for the reading experience. The Penguin competition acknowledges this importance and elevates the role of designers as storytellers in their own right. The fact that Penguin has maintained its commitment to providing mentorship and feedback for entrants adds further value to the experience, offering those involved not just a contest but a chance to grow professionally.
The variety of books selected for the 2025 competition provides participants with an incredible opportunity to demonstrate their versatility as designers. From the introspective and transformative themes in Atomic Habits to the chaotic yet glamorous world of Daisy Jones and the Six, and the whimsical fantasy in City of Stolen Magic, the competition allows designers to explore and develop skills across genres. This diversity in genre is crucial in helping designers adapt their creative processes to different types of content and audiences. It also provides them with a unique chance to connect with books that are loved by readers in distinct communities.
For those shortlisted, this competition serves as a monumental stepping stone, catapulting their work into the public eye and potentially opening doors to new opportunities within the publishing world. Winning or even being shortlisted by a publishing powerhouse like Penguin brings both recognition and a powerful stamp of approval, which can catapult a designer’s career to new heights. More importantly, it’s a reminder that the world of design is vast, filled with opportunities for growth, collaboration, and innovation.
The Penguin Books Cover Design Award is far more than a contest—it's a celebration of artistry, creativity, and the unique role that designers play in the world of literature. It encourages us all to remember that books are not just collections of words; they are stories told in many ways, including through visual art. As the competition continues to grow, it promises to be an even greater platform for designers in the future, welcoming those with a passion for both literature and design to step forward and make their mark on the literary world. Whether you’re an aspiring designer or an experienced artist looking for new challenges, this competition offers a bright and promising path toward a future in book cover design.
