Penguins and Pelicans, the orange and the blue.

Penguin books were founded by Sir Allen Lane in 1935.  In the central white panel the author and title is written in Eric Gill's sans serif type face, with a cartouche in the upperband that simply says "Penguin Books"/ "Pelican Books".
The business was first expanded in 1937 with an educational series- "Pelicans".  G B. Shaw's "The Intelligent Woman's Guide to Socialism and Capitalism" was the first published  title.  The Penguins shown here are numbers 16/36/43 and 47 all 1936, and the Pelicans A109/160/161 and 163, 1945 1946 (2) and 1947.