Room to Read
Visual Identity, Messaging, Brand Guidelines and ongoing support
Since launching as an organization to provide books to children, Room to Read has evolved into a global leader and advocate for literacy and gender equality. At the same time, their donors have diversified in age and location, engaging much more through social media. Room to Read’s innovative approach and expanded mission warranted a comprehensive brand refresh.
After simplifying Room to Read’s brand story and auditing the category, we set out to distinguish them visually from their peers by demonstrating how the brand extends beyond literacy, figuratively and literally giving children the room to learn and grow.
Role: Associate Creative Director at Tether
We developed a logo that feels more innovative, broad and creative while repurposing their roof symbol. Subcategory lockups share the same room and typographic motifs. Secondary marks act as monograms for their supporting programs.
“I am so proud of what we have accomplished together and truly honored to have such incredible talent on our brand…I have no doubt this work will elevate our brand and serve us far into the future.”
Julie Sims, VP Global Marketing and Communications at Room to Read
The optimized color palette is more harmonious, with a variety of tints for flexibility and variety. The selected typeface is open-source, making it easier and simpler to use globally. The system also includes a vocabulary of shapes and icons with a hand-drawn, child-like quality. All together, the new system is one that belongs in all locations and with all the people they serve.
