The Penguin Random House Art Directors look through all the submitted designs and together decide which will proceed to the shortlist. At that point they do not have sight of the entrant’s name or any of the details submitted on the entry form, just the design.
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Children's Fiction category
2027 Cover Design Award
The Swifts by Beth Lincoln
The Swifts is a gothic mystery story packed with laugh-out-loud humour about a family who are named according to the traits they’re expected to embody.
When a family reunion ends in a murder, Shenanigan Swift, along with her sisters and cousin, grudgingly takes on the case to find out who murdered her Arch-Aunt Schadenfreude.
Can Shenanigan catch the killer before the whole household is picked off? And in a family where definitions are so important, can she learn to define herself?
The Swifts was written by author Beth Lincoln who was discovered through our WriteNow programme and went on to be named winner of the Nero Book Award, the Barnes & Noble Children's Book Award, and nominated for the Carnegie Medal. Capturing the imaginations of children all over the world, The Swifts is now a series of three books.
The brief
We would like you to design a fresh and exciting cover look for this fabulous story filled with mystery, adventure and gothic visuals.
Primarily aimed at children aged 9 to 11, your design should convey the key themes of the book imaginatively and in a way that will instantly engage the core audience as well as those who buy and recommend books for children – parents, carers, teachers, booksellers, etc. This book is also part of a series – think about how you can approach the cover with this in mind.
Your cover design needs to include all the cover copy supplied and be designed to the specified design template (B format, 198mm high x 129mm wide, spine width 20mm), incorporating the Puffin branding and all additional elements such as the barcode. Please refer to the submissions details page for the template and full details on how to submit your entry.
Copyright must be cleared for all images used in your cover design and you must include a credit line on the back cover of your design for any third-party images used. For example: ‘Cover photograph by Name Name’.
Read the book before you start designing
We recommend that you read the book before you start on your design to get a sense of the themes, characters and the author’s voice. The Swifts is stocked in most bookshops and libraries and is available in both audiobook and eBook formats.
What the judges are looking for in a winning design
We are looking for a striking cover design that is well executed, has an imaginative concept and clearly places the book for its market. The cover should encourage children to pick the book up themselves but also engage adults to want to buy it for them.
While all elements of the cover (front, back and spine) need to work together, remember that the front cover has to be able to work on its own, and be eye-catching within a crowded bookshop setting as well as on screen at a reduced size for digital retailers.
The winning design will need to:
- Have an imaginative concept
- Be an original interpretation of the brief
- Be competently executed with strong use of typography
- Appeal to the broadest possible audience for the book
- Show a good understanding of the marketplace
- Have a point of difference from other books that it will be competing against in the market
- Be able to sit on the shelves of a supermarket or eBook store as easily as it sits in more traditional bookshops
The Prizes
1st Prize
The first prize winner of each category will receive a six-month-long mentorship programme with a member of the Penguin Art Department (dates to be confirmed). They will also receive a Wacom Intuos Pro Medium tablet and Penguin books to the value of £100.
2nd Prize
The second-prize winners of each category will receive a Wacom Intuos Pro Medium tablet and Penguin design books to the value of £100.
3rd Prize
The third-prize winners of each category will receive a Wacom Intuos Medium tablet and Penguin design books to the value of £100.
The judges
FAQs
How is the shortlist selected?
Can I use generative AI in my design?
The Cover Design Award encourages originality from aspiring creatives, and therefore we will not be accepting entries that include any elements created using generative AI.
Can I work with an illustrator or a photographer?
Yes, but we can only award one prize to the named entrant. Copyright must be cleared for all images used in your cover design and you must include a credit line on the back cover of your design for any third-party images used.
I'm not sure how to set up a template, can you help?
Take a look at the template jargon buster page.
Are there any restrictions to the fonts I can use in my design?
You can use any font that you wish in your design.
The normal copyright rules around font usage apply to your work and it’s your sole responsibility to ensure that you have the correct permissions to use them in your design.
I don’t have the fonts that are specified on the templates, can I use an alternative font that is closely matched?
Yes, you can use an alternative font as long as you have the correct permissions to use it.
Can I enter more than one submission?
You can enter a maximum of one entry per category, so two entries (two designs) in total.
Can I share my design on social media?
We love seeing your interpretations of the Cover Design Award briefs on social media – spread the word about your work! If you choose to share your designs, please include: #CoverDesignAward hashtag and tag @PenguinUKBooks / Penguin Random House UK.
Will the winning designs be printed to sell in bookshops?
The Cover Design Award is a portfolio development opportunity; the work submitted will not be used in any published works.
In some cases, we do work with shortlisted designers on published books. For that, we work with them as we would any freelancer.
Any work entered into the Cover Design Award is owned by the entrant.
How do I find out about job opportunities at Penguin Books UK?
Visit the design careers section on our website.
Still have questions?
Email us at mail@penguinrandomhousedesignaward.co.uk