CLI Logo

Before you can market anything, you first have to define yourself and your audience.

When I first arrived at Children’s Literacy Initiative they had a logo that reminded me of McDonald’s and Toys r Us. It used thick lettering, and its primary colors were red and yellow. In other words, their brand was appealing to children. However, CLI’s reputation in the education community was as an expert in the field, the authority in teaching early literacy, and as a trusted partner. Their logo did not tell that story. It did not match who they were, or who they wanted to be in the future. The concept behind this logo is that literacy is the key to… everything.