A new name and brand for the UK’s National Year of Reading

DesignStudio created a new name, strategy, and visual identity for the UK’s National Year of Reading, reframing it as Go All In. The work shifts the message away from reading as obligation and toward reading as a route into people’s existing passions, from cooking and coding to sport, science, music, gaming, and fashion. At the centre of the identity is the Open Book, an adaptable symbol that references a book while suggesting broader possibility. DesignStudio also developed a tone of voice, typographic palette, motion language, and collaborative design system that organisations of all kinds can use in their own communications. The result is a flexible national brand intended to reignite reading enjoyment and encourage widespread participation.