Room to Read®

Branding Guidelines
and Identity Standards
Issued: 2016 (for external use)
Contents
1 . 0 Messaging 5 . 0 Photography
1 . 01 Vision Statement 5. 01 Formal Portraits
1 . 02 Mission Statement 5 . 02 Informal Portraits
1 . 03 Organizational Goal 5 . 03 Reading and Learning
1 . 04 Core Values 5 . 04 Narrative
1 05 Operating Principles 5 . 05 Perspective and Composition
1.06 Theory of Change 5 . 06 Sense of Place and Storytelling
1.07 Core Programs 5 . 07 Students with Teachers and Mentors
2 . 0 Logo 5 . 08 At Home
2.01 The Room to Read Logo 5 . 09 Room to Read Events & Activities
2.02 Room to Read Logo, Color Variations 5 . 10 Friendship and Camaraderie
2.03 Room to Read Logo with Tagline 5 . 11 Focus on Education
2.04 Room to Read Logo with Local Language Tagline 5 . 12 To and From School
2.05 Secondary Room to Read Logos 5 . 13 Lighting
2.06 Logo Minimum Size & White Space 5 . 14 File Management and Cataloging
2.07 Improper Usage of Logo 5 . 15 Photo Credits and Copyrights
2.08 File Format Options 6 . 0 Resources
3 . 0 Color Palette 6 . 01 Communication Resources
3 . 01 Color Chart
4 . 0 Fonts
4 . 01 Primary Font: The Sans
4 . 02 Default Font: Helvetica
1.0 Messaging
At the heart of every organization is its core ideology, including key
guiding principles and standards. These are powerful expressions of
who we are as an organization and exemplify why we exist.

1 . 01 Vision Statement
1 . 02 Mission Statement
1 . 03 Organizational Goal
1 . 04 Core Values
1.05 Operating Principles
1.06 Theory of Change
1.07 Core Programs
1.01 Vision Statement
Our vision of the future.
Room to Read believes that World Change Starts with
Educated Children.® We envision a world in which all
children can pursue a quality education that enables them
to reach their full potential and contribute to their
communities and the world.

1.02 Mission Statement

How we will achieve our vision.
Room to Read seeks to transform the lives of millions of
children in developing countries by focusing on literacy and
gender equality in education. Working in collaboration with
local communities, partner organizations and governments,
we develop literacy skills and a habit of reading among primary
school children, and support girls to complete secondary
school with the relevant life skills to succeed in school and
beyond.

1.03 Organizational Goal

How we will measure success.
By 2020, Room to Read will have invested in the futures of at
least 15 million children by developing literacy skills and a habit
of reading among primary school children, and by supporting
girls to complete secondary school with strong life skills.
1.04 Core Values
The essence of who we are as an organization.
These values guide the relationships, processes, actions and
decisions made by all employees at Room to Read.

Passion for education

We believe that World Change Starts with Educated
Children.® We bring deep passion and commitment to our
mission to ensure children are educated and can benefit
from the opportunities an education can provide.

Focus on Action and Innovation

We set ambitious, yet attainable and measurable goals, and
encourage calculated risk-taking and creativity as we strive to
accomplish them. We are a learning organization that finds
innovative solutions to challenges. We quickly identify and
resolve barriers in order to achieve results and create positive
change.

Commitment to Collaboration
We know we can only achieve sustainable results by
partnering with others and that their insights and support
are critical to our shared work. We help team members
achieve their goals. We embrace diversity, and we develop
and adapt global best practices to respond effectively to local
circumstances.
1.05 Operating Principles
Directing how we make decisions.
We have clearly defined principles that guide our actions
because we understand our decisions affect employees,
partners, and the children and communities we serve.

• Focus on education of children

• Cultivate top caliber staff and supporters
• Engage communities and local partners
• Promote scale and sustainability
• Maintain a healthy and efficient organization

1.06 Theory of Change

The pathway to accomplishing our goals.
 1.07 Core Programs

Literacy Program Girls' Education Program

Room to Read’s Literacy Program transforms primary schools Room to Read’s Girls' Education Program ensures that girls
into a child-friendly learning environment that enables complete secondary school and have the skills to negotiate
children to develop the skills and habit of reading throughout key life decisions. Our program reinforces girls’ commitment
primary school and become lifelong, independent readers. to their own education, works with girls to develop essential
Our intervention includes ensuring the school has a library life skills and increases support for girls’ education among
with books in the children’s local language, as well as their parents, school staff, and communities.
teachers and librarians who are trained in the best practices Key to our program are our social mobilizers, local women
of reading and writing instruction. Key to our program is who are hired as mentors and work with girls and their
ensuring that families, communities and governments families to ensure that girls stay in school, participate in
are all engaged in the transformation of the school and activities, and navigate the challenges of adolescence with
committed to its success. This includes working closely with the ability to make their own life choices, both personally and
governments to integrate library services and books into professionally.
national government curriculum and instruction. While many countries have made great strides in keeping
Our Literacy Program components are like pieces of a puzzle. girls in primary school, huge imbalances persist, particularly
When all the pieces are in place, children have the resources as girls transition into secondary school. The Girls' Education
and support they need to become independent readers. In Program is vital for increasing community support for gender
many of the communities with which we partner, Room to equality in education, demonstrating effective and efficient
Read works with schools to implement all of the activities models that governments and other organizations can take
needed for children to become independent readers - fitting to scale, and for helping program participants achieve their
together every piece of the puzzle. In other communities, we dreams.
provide support and programming on activities if others are
already being conducted effectively by the school, the local
government, or another organization.
2.0 The Logo
Using the logo correctly is a vital part of a consistent and positive
Room to Read brand presentation. The following detailed guidelines
about logo usage explain which version to use in different situations.
Only the authorized artwork (available on our website) should be used
when reproducing the logo.

4.02 Logo Minimum Size & White Space

2.01 The Room to Read Logo

2.02 Room to Read Logo, Color Variations
2.03 Room to Read Logo with Tagline
2.04 Room to Read Logo with Local Language Tagline
2.05 Secondary Room to Read Logos
2.06 Logo Minimum Size & White Space
2.07 Improper Usage of Logo
2.08 File Format Options
2.01 The Room to Read Logo
The Room to Read logo is composed of two elements: the mark and
the signature. The logo may also be used with the Room to Read
tagline.

Mark

Signature

Tagline
2.02 Room to Read Logo, Color Variations
The approved color variations for the Room to Read logo are
shown below. Color variations are available in JPG, EPS and PNG
at www.roomtoread.org/presskit

A. RTR Logo_color
This is the official Room to Read logo. Use whenever possible
on white or light-medium photographs, illustrations, or solid
colors.

B. RTR Logo_color with white signature

For use over dark photographs, illustrations or solid colors.

E. RTR Logo_white (reverse)

For use over medium-dark photographs, illustrations or solid
colors.

D. RTR Logo_black
For use over photographs, illustrations or solid colors. Use only
when other options are not legible.

Please refer to the color chart on page 5.01 for the color mix
formulas of the color logos.
2.03 Room to Read Logo with Tagline
The approved logo and tagline options are shown below. These
options are availble in the same four color options as the logo, and are
available in JPG, EPS and PNG files at www.roomtoread.org/presskit

A. RTR Logo_centered tagline_color

Use this logo and tagline option when a vertical or square
orientation is appropriate.

B. RTR Logo_stacked tagline_color

Use this logo and tagline option when a horizontal
orientation is appropriate.
 2.04 Room to Read Logo with Local Language
Tagline
The approved layout can be used if a local language tagline is preferred
over English.

A. RTR Logo with local language tagline

When using the local language tagline, the visual weight

and size of the tagline font should be similar to the english
language tagline, and the placement of the new tagline
should be the same as the english tagline.
World Change Starts with Educated Children.®
2.05 Secondary Room to Read Logos
The secondary logos below are for special situations and should be
used only as described.
These secondary logos are availble in the same four color options as
the logo, and are available in JPG, EPS and PNG files.

A. RTR Secondary_large signature_color

Use this secondary logo for print or digital footers. This logo
should not be used instead of the primary logos, but can be
used after the primary logo has been introduced, in order to
emphasize Room to Read's tagline.

B. RTR Secondary_large tagline_color

Use this secondary logo only when space is limited and

the signature would not be legible when using the primary
logo. Additionally, this option may be appropriate in special
circumstances when the signature needs extra emphasis.
 2.06 Logo Minimum Size & White Space
The following are suggestions for size and white space to provide
maximum impact of our logo.

Minimum logo height: A. Minimum size

1/2" Inches: 1/2 The logo size you select will depend on the type of
12.7mm Millimeters: 12.7 communication you are creating. For most applications, the
minimum size (vertical height) of the logo should not be less
than 1/2" or 12.7 millimeters.

x
Size the logo as needed for B. White space
x
your layout. Measure the
The clear space surrounding the Room to Read logo is very
word “Read” in the logo. Use
important to ensure readability and the integrity of our
this measurement as a clear
corporate identity. Whenever possible, keep the area around
margin surrounding the logo.
the logo clean and uncluttered.

x
 2.07 Improper Usage of Logo
Shown here are a few examples of common mistakes in the use of the
Room to Read logo.

A. Do not distort the logo

Do not stretch of condense the logo.

B. Do not alter the logo

Do not rearrange the logo elements or change the color
values of the logo. Do not use the logo in outline form.

C. Do not place white boxes over a photo for logo

placement
When placing the logo over a photo, illustration, or color
background, do not use a white box as shown in the
"incorrect" example.

Incorrect

Correct Correct
2.08 File Format Options
The logo artwork is available in a variety of format options (.eps, .jpg,
.png) on our website at www.roomtoread.org/presskit. If you are
unsure which file is best suited for your particular need, please contact
the Marketing & Communications team for advice.

In general, there are graphics formats suitable for printing

and those for on-screen viewing or online publishing. Match
the format to your job either by starting with graphics in that
format or by converting other artwork to the desired format.

A. EPS
• Printing to PostScript printers/Imagesetters
• Graphics for T-shirts, banners, or mugs
• High resolution printing of illustrations
• Vector-based files, artwork can be scaled larger without
loss in quality.

B. JPEG, JPG
• Screen display, especially the Web, MS Office documents
such as Word, Excel, and PowerPoint
• Online publishing of photographic images
• Scaling larger than original size will result in loss in quality
and pixelated graphics and logos.

C. PNG
• Screen display, especially the Web and emails
• Flat solid color graphics and logos
• Online publishing of photographic images
• Scaling larger than original size will result in loss in quality
and pixelated logos.
3.0 Color Palette
To maintain our “look and feel” so that all communications worldwide
work together, we have developed an approved palette of Room to
Read colors to use when designing materials.

3. 01 Color Chart
 3.01 Color Chart
The following color chart indicates the specific hues of our
primary blue and all secondary colors.

Print (CMYK) Print (Pantone/PMS) Web (Hex#) Screen (RGB)

Primary Color - Blue

95-34-12-3 PMS 3015-U 007AA4 0-122-164
To be used on
Blue all materials.

Secondary Colors
0-20-80-0 FFCC4E 255-204-78
To be used in
Yellow conjunction with the
primary color.

40-3-86-0 97B24B 151-177-75

Green

0-35-100-0 FAA74A 250-167-74

Orange

0-9-18-77 5F564E 95-86-78

Dark Grey

40-40-50-20 877B6C 135-123-108

Light Grey
4.0 Fonts
Consistent font usage is another important component of Room to
Read’s corporate identity. All employees and vendors that produce
professional printed marketing materials such as business cards,
brochures, postcards or signage should have and use our approved
font. If you do not have the Room to Read font, it can be sent to you
from the Global Office.

4 . 01 Primary Font: The Sans

4 . 02 Default Font: Helvetica
 4.01 Primary Font: The Sans
Room to Read’s official brand fonts are The Sans and The Serif.
These fonts require a paid license for use and are reserved for
official publications, our website, stationary and marketing
materials intended for external audiences. To access use
of the fonts for official use, please contact the Marketing &
Communications team.
The Sans and The Serif should not be used in shared digital
documents, such as email, Word documents and PowerPoint
presentations, as the license does not allow for the fonts to be
shared with external recipients.

Most commonly used The Sans Light

for text body copy and
large headlines. abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

The Sans Light Italic

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
Can be used for
The Sans Plain
small text that is
reversed out of a abcdefghijklmnopqrstuvwxyz
dark background.
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

The Sans Italic

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Used for subheads The Sans Bold

with body copy.
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

The Sans Bold Italic

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
 4.02 Default Font: Helvetica
When The Sans and The Serif are not available, the default fonts
for documents and communications should be Helvetica or Arial.

Most commonly used Helvetica Regular

for text body copy and
large headlines. abcdefghijklmnopqrstuvwxyz
Can be used for ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
small text that is
reversed out of a
dark background. Helvetica Oblique
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Used for subheads

Helvetica Bold
with body copy.
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Helvetica Bold Oblique

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
5.0 Photography
The Room to Read story can best be told with positive and
inspiring photographs of the children and communities our
work seeks to affect. A photograph of a young girl or boy
intensely reading a library book immediately conveys our work
and our values to the public. We strive to depict the joy of
reading and the empowering effects of education in all of our
images.
Our photographic style is colorful and vibrant. We aim to show
the positive results of our programs in action, and to portray
the dignity and unique character of each child, teacher, mentor
and parent we photograph.
Room to Read’s worldwide communications team is in
constant need of high-quality photographs for our print
materials and our website. The following pages offer some
suggestions of the types of images we are seeking.

5. 01 Formal Portraits
5 . 02 Informal Portraits
5 . 03 Reading and Learning
5 . 04 Narrative
5 . 05 Perspective and Composition
5 . 06 Sense of Place and Storytelling
5 . 07 Students with Teachers and Mentors
5 . 08 At Home
5 . 09 Room to Read Events & Activities
5 . 10 Friendship and Camaraderie
5 . 11 Focus on Education
5 . 12 To and From School
5 . 13 Lighting
5 . 14 File Management and Cataloging
5 . 15 Photo Credits and Copyrights
5.01 Formal Portraits
The focus of a portrait is a person or a small group of people.
In a formal portrait, the subject or subjects are purposefully
placed and looking directly at the camera.
5.02 Informal Portraits
An informal portrait catches a person in action or in the course
of their day, and is more spontaneous than a formal portrait.
Subjects may or may not be looking directly at the camera.
5.03 Reading and Learning
Photographs of young students reading and learning are
the strongest and most direct visual communication of our
programs and their benefits.
5.04 Narrative
A series of images depicting the same person (or group of
people) in their daily routine creates a narrative story. A
narrative could include photos of your subject at school or at
home, doing their chores, at play or quietly studying, or with
friends and family.
5.05 Perspective and Composition
Always consider the placement of your subject, what to
include in the photo, and the camera angle. Shooting children
from above—the adult point of view—makes children appear
more childlike. Shooting children at eye level or from below
places the viewer at the child’s point of view. For an intimate
photo, shoot your subject up close.
5.06 Sense of Place and Storytelling
Photographing people in their environment tells a story
about where they live, their daily life, and the people in their
community. To capture a sense of place, position your subject
closer to the camera, with the environment behind them,
or use a wide angle lens to capture a library, classroom or
landscape.
5.07 Students with Teachers and Mentors
Teachers, mentors and Room to Read partners are an
important part of our story. Casual interactions or group
portraits capture the student-mentor relationship.
5.08 At Home
Our Girls’ Education Program supports a healthy integration of
the domestic and academic life of our participants. Capturing
our students at home promotes our holistic approach to girls’
education.
5.09 Room to Read Events & Activities
At Room to Read, we celebrate the joy of education through
library and school openings and community events.
Documenting these events records milestones in our growth
and our history.
5.10 Friendship and Camaraderie
School friendships are a memorable part of every child’s
education. They present an opportunity to capture the
infectious enthusiasm and unconditional joy of children in the
schools and communities where we work.
5.11 Focus on Education
The heart and soul of our work happens at school and in the
library. Showing students actively engaged in reading programs
and in the classroom is an essential part of communicating our
mission.
5.12 To and From School
In many of the countries where we work, children and teachers
often travel long distances to school and back. Capturing this
daily routine in photos makes a bold statement about their
dedication and commitment to education.
5.13 Lighting
Proper exposure is necessary to illuminate your subject. Always
meter for your subject—not for the background. Soft natural
light (early morning and early evening) is an optimal lighting
situation for photographing people, creating warmth and
mood.

X
subjects are too dark

X
girl’s face is too dark

X
too dark
5.14 File Management and Cataloging
In order to create an efficient and organized photo archive, all
images should be properly formatted and cataloged.

A. File Type and Size

Whenever possible, photos should be shot as RAW files. If
your camera does not support the RAW file format, always
set your camera to shoot at the highest resolution possible.
Final selected RAW files should be properly named and
numbered (see below), and sent to the Global Office.
Additionally, your selected RAW files should also be converted
to the following file formats for print and web use.
For print: Convert your RAW file to a high resolution TIFF
(approximately 30 Megabytes)
For web: Convert your RAW file to a low resolution jpeg. The
long side of your image should measure approximately 800
megapixels at 72 DPI.

B. Cataloging System
All images should be cataloged by name and number. Please
use the following system when cataloging each image:
Country Office Abbreviation_Photographer’s Name_
Location_Month.Year_Image Number.
Example: IN_D.Rathod_Day School.New Delhi_06.10_15
 5.15 Photo Credits and Copyrights
All images used by Room to Read must be from known sources,
and may only be used if permission has been granted by the
photographer or home office.

When requested by the photographer, images should

accompany a photo credit and a copyright symbol. Credits
and copyrights may be placed directly below the image, or, if
multiple images are being used in a print document, photo
credits may be grouped and listed on the document’s inside
back cover.

A. Photo credit accompanying the photo

Photo credits and copyrights should appear in the lower
right corner of the photo, set vertically or horizontally. This
applies to web and print usage.
Font: The Sans Plain or Helvetica Regular
©Andrea McTamaney
Size: 5.5 pt.
Color: Black or Room to Read Light Grey

B. Photo credit lists

For print publications such as brochures and books, photo
credits may be grouped and listed at the back of the
publication, preferably on the inside back cover. Credits
should be listed in paragraph form as follows:
Page # / : / ©Photographer’s Name / .
Note: each page number followed by comma, last page
©Andrea McTamaney

number in list followed by a colon.

Font: The Sans Plain or Helvetica Regular
Size: 7 pt. / 8.5 leading
Color: Black or Room to Read Light Grey

PHOTO CREDITS
Cover, pages 2, 17 (bottom), 33: ©Charlie Bibby for the Financial
Times. Pages 1, 8, 9, 14 (left), 17 (bottom): ©Peter Stuckings. Pages
4, 14 (right), 17 (top): ©Ben Stansall for the Financial Times. Pages
5, 13 (right), 16, 17: ©thepositivestory.com. Page 20 (right): ©Andrea
McTamaney. Page 21: ©Andrew Grey. Page 24 (timeline): courtesy
of the Clinton Global Initiative. Page 27 (right): ©Dana Smillie.
6.0 Resources

6 . 01 Communication Resources

6.01 Communication Resources

We recommend visiting the media page on our website for

additional communication resources, including our media
library, press kit, and publications.

http://media.roomtoread.org/