The American literacy nonprofit Reading Is Fundamental, which works to provide children with access to books, launched a new visual identity last Thursday, November 3, as it celebrated its 45th anniversary.
The previous logo consisted of a smiling book symbol, a lettermark and a wordmark. Three seamingly unrelated elements in an uncomfortable composition.
The new logo features a simple book symbol with the initials in a yellow and blue color scheme. RIF have also had a bunch of cartoon faces created that can appear behind the book.
"Starting today, supporters will see RIF's bold new look and logo which marks the beginning of an awareness campaign designed to honor RIF's iconic brand and spark a widespread movement in support of reading. The new logo is a modern formation of an open book--its openness symbolizes a voice for underserved communities and the world of possibilities opened to children through reading. The new mark is further enhanced by vivid tones of yellow and blue, creating a symbol that is electric and boldly stands as a badge of honor for all people that believe in the power of reading. RIF's re-energized image is just the first step in many planned for their anniversary year to help book people across the nation unite." - Press release
Rasco from RIF