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Responses by TwoPoints.Net

Background: TwoPoints.Net (TPN) was in charge of designing the visual identity and campaign for the 2017-2020 Reading Promotion Plan initiated by the Spanish Ministry of Education, Culture and Sports. Before developing the visual concept, TPN had an intense debate about how the firm should approach the project, asking the questions: “how do books look today?,” “how do we read nowadays?,” “who reads and who does not?” and “with which devices do they read?.” It was key to take the diverse target groups and their multiple devices in account to be able to those who do not read.

Reasoning: TPN’s strategic contribution was to relate reading to something fun and connect with a broad range of very different target groups. To achieve these goals, TPN conceptually relied on a Spanish saying: that reading is living other lives. With this, TwoPoints.Net created the concept: “Leer te da vidas extra.” (Reading gives you extra lives). The visual concept was based on the association with video games, which are fun and easy, as reading is considered boring and exhausting. At the same time, referencing computer games connected to the electronic devices that we use to read nowadays.

Challenges: Finding a visual idea that connects with the broad range of target audiences to make reading look fun and enriching.

Favorite details: The initial assignment was to design a logo. As specialists in flexible visual identities, TPN was skeptical about the efficiency of the logo in the context of the current communication. Therefore, TPN designed a flexible system that generated different logos and its own visual language. The Ministry was so enthusiastic about the proposal that it decided to launch a nationwide campaign. TPN then went on to design a printed campaign, with flags, banners, posters and bookmarks, a social media campaign and an ad. TPN was clear from the beginning that it was essential to convey a more carefree, playful and seductive message for this campaign.

Visual influences: The slogan of “Reading gives you extra lives” was formalized with a visual system inspired by the aesthetics of video games from the ’80s. The flexibility of the system generated different versions of the logo, monogram, horizontal and vertical, enabling the creation of a custom typography that gave the identity more recognition.

Specific demands: The Ministry needed the slogan to be translated into the four official languages of Spain—Spanish, Catalan, Basque and Galician—in order to make the campaign inclusive and allow all the institutions of Spain to participate.

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