The National Library Board (NLB) launched their inaugural nationwide reading initiative on 24 May 2005, seeking much later on, to update their brand's look and feel. We found the opportunity to work on the READ! Singapore logo in 2013, which resulted in the current version of the open book style.

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Beyond a contextual icon to represent this initiative, we thought to feature the open book as the mind's window to entire new worlds and ideas.The challenge, which entails effective communication with a broad selection of audiences, allowed for the use of pictograms in sub branding, which served to segment the audience categories according to family roles and relations.