A landmark new name and brand for the UK’s National Year of Reading.
Marking a major national movement to reignite a passion for reading across the country, Go All In signals a fresh, behaviour‑changing approach that celebrates the joy and immediacy of reading’s rewards – rather than the duty to “read more.” The brand aims to reverse the steep decline in reading enjoyment among children, young people, and adults by encouraging participation through genuine curiosity and relevance.
In step with modern media consumption, our strategy for next year’s National Year of Reading positions reading as equally immediate, continuous, and fuel for personal passions.
Our new name Go All In, deliberately avoids the word reading. Instead it starts are a spur go deeper into your passions. Whether you’re into cooking, coding or climate action, reading helps you go deeper – to go all in.
At the heart of the identity sits the Open Book, a universal mark symbolically referencing the form of a book, yet abstract enough to represent limitless possibilities opened by reading. The shape flexes to frame literary references tied to the subjects and passions that already excite audiences – from sport and science to music, gaming, or fashion.
We defined a tone of voice that combines invitation with activation, through a contemporary typographic palette and expressive page-turning motion language bring warmth and immediacy.
The design system invites collaboration: any organisation – from a tech giant to an independent bookseller – can integrate the Go All In symbol into its own materials, connecting individual efforts into a cohesive national movement.
