The last time Penguin gave its Puffin kids’ imprint a new logo was in the year I was born, 1963. In the same year Puffin published Maurice Sendak’s Where the Wild Things Are and The Opies’ Puffin Book of Nursery Rhymes – a good year. The old logo is evocative – it rushes me back 35 years to a small shelf of carefully organised Puffins in my bedroom. The new one “bears a stronger resemblance to its ornithological roots. It is a softer more curvy design and the lozenge and the tone of the colour version tie it much more strongly to the Penguin logo” according to this press release…