Year of Reading prints identity

The National Year of Reading 2008, a Government-backed initiative promoting the benefits of reading for pleasure, has unveiled its visual identity, designed by Love Creative.

The Department for Children, Schools and Families and the National Literacy Trust appointed the consultancy to the work following a four-way pitch.

In response, Love devised a logo that focuses on the ‘letter form’ and uses a selection of typefaces found in different reading formats, which aims to ‘allude to the variety of experiences and emotions reading offers us’, says the consultancy’s senior account director Alison Johnson.

‘The National Year of Reading 2008 is about reading in its broadest definition,’ Johnson adds. ‘From books to newspapers, blogs to music lyrics. Our challenge was to develop an identity that expresses this diversity, without defaulting into the safe but misleading imagery of books.’

The National Literacy Trust and The Reading Agency is a consortium of partners appointed by the Department for Children, Schools and Families to deliver the National Year of Reading. The year will seek to engage all schools, libraries, community and voluntary organisations as well as the business sector in reading activities and celebrations.