Clients: Book Aid International
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Book Aid International is an independent NGO that provides books to communities in the developing world. Based in London, Book Aid International believes literacy is a fundamental human right, which is vital for improving everyone’s quality of life. Since it was founded in 1954, Book Aid International has provided over 25 million books to readers around the world who otherwise could not afford them – raising their education levels, providing them with information and underpinning their development. With an outdated brand, Book Aid International looked to Sound in Theory to help refresh and modernise its visual image.
When Book Aid International approached Sound in Theory, they were concerned their existing brand’s aesthetic was out of date – giving the impression they had an obsolete, old-fashioned approach to aid. In order to attract new contributors, Book Aid International needed branding that represented them as a modern, forward-thinking company with progressive values.
The redesign included bringing their logo up to date. Whilst Book Aid International’s existing logo indicated who they are and what they do – the helping hand the company provides and their ethos that ‘books change lives’ – the logo and font lacked clarity and current appeal. Sound in Theory’s redesign embraces the shape of the old logo, yet is clearer, more transferrable and far more modern. We also used a fresh new font. Yet despite making the logo and font more contemporary, we ensured it does not appear too youthful and alienate Book Aid International’s main contributors – the retired.
Rounding off the redesign is an engaging new colour palette. Book Aid International’s original green and blue colour scheme seemed too cold and formal to reflect the work they do and who it benefits. The new orange and yellow colour palette reflects the tribal and desert tones of Sub-Saharan Africa – the area where Book Aid International provides most books each year – with a vibrancy and warmth that demonstrates what the company does. The new colours also provide a background that compliments and enhances the images on Book Aid International’s website, printed materials and promotional materials.
Sound in Theory provided Book Aid International with a comprehensive brand guidelines document to help the team at Book Aid manage their revamped brand across the huge range of material they produce to promote their valuable work. The guidelines give Book Aid International far greater control over the use and replication of their logo and colour accuracy, and provides them with far more scope of the logo application. This enables Book Aid International to generate a greater profile for their charity and the important work they do.
Client Testimonial
Book Aid International were looking to have their visual branding overhauled to reflect their status as a charity that increases access to books to support literacy, education and development in sub-Saharan Africa. Sound in Theory was able to produce our brand development to a very tight timescale, whilst giving us a range of flexible and competitive packages to suit our needs and budget! Throughout the process they were very ready to listen and take our comments on board, which, together with very good communication and account management, resulted in not only a great result but also a very enjoyable development and design process.
Jacqui Scott, Head of Fundraising and Communications | Book Aid International
Responsibilities for Book Aid International