Gollancz (1893-1967) studied the classics at Oxford University and during World War I began his life in publishing when he joined Ernest Benn’s firm … recruiting writers [such as] Edith Nesbit and H. G. Wells. In 1927, he set up his own publishing house and his career took off. Gollancz was ahead of this time. He placed full-page adverts for his books in newspapers (very rare for this period) and his designers established a recognizable style featuring powerful typography and yellow dust jackets. Gollancz was creating ‘branding’ 50 years before marketers embraced the buzzword.