Reading is Fundamental Design & Branding READING IS FUNDAMENTAL by Mother New York

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market United States
Agency Mother New York
Released January 2012

Credits & Description

Category: Logo Design
Product/Service: NON-PROFIT
: Mother NY
Media placement: Identity - All Their Promotional Materials - January 2012

Describe the brief from the client
We’re in the midst of a reading crisis in America and children from undeserved communities are the worst off. In low-income neighbourhoods there is only 1 age-appropriate book per 300 children. And a child without books starts out behind and stays behind for the rest of his or her life.

The objective was to rally others in support of their mission and help RIF become relevant to those they want to engage.

Describe the challenges and key objectives
RIF hasn’t done a major brand awareness campaign since the 80’s. They used to be synonymous with books and helping children. Their name alone permeated pop culture and took on a life of its own, becoming a popular expression. However, that was then.

Now, few people are aware that RIF is still working hard to achieve its vision of creating a literate America where all children have access to books and discover the joy of reading.

Describe how you arrived at the final design
We developed a brand identity and accompanying campaign that permeates pop culture, and to launch this re-brand back into the spotlight. We have also collaborated with 5 renowned artists to help with the initial manifestation of the brand's identity. Mark Giglio, Todd St. John, Elena Xausa, Steven Harrington and Dan Stiles have helped initiate the RIF Brigade and all contributed artwork to the brand's new look. We also partnered with typographers Bold Monday to create a proprietary RIF font (based on books as building blocks) that is used throughout brand communications.

Give some indication of how successful the outcome was in the market
The design has been widely applauded in the market by design publications including BoingBoing, Brand New, Fast Company, and many more.