Mosaic Reads Logo Design Brief 

Objective
To communicate the full breadth of Mosaic Reads commitment to exposing children to multi-ethnic literature that embraces and celebrates the beauty and richness of our diverse world.

Company Purpose
• Mosaic Reads is a new monthly book subscription service that exposes children to literature that teaches them to embrace and celebrate the beauty and richness of our diverse world.
• Each themed box will include books and carefully curated products that showcase children of all colors coexisting in harmony

Target Audience
• Children between the ages of 0-9
• Parents, relatives and mentors of children between the ages of 0-9
• Professionals (i.e. teachers, school administrators, reading specialists) who teach and/or shepherd the educational development of children between the ages of 0-9

What characteristics define these core constituencies?
• Children between the ages of 0-9 – Core consumer. Looking for storylines that are fun and engaging. Packaging needs to be fun, playful and appealing to young children. Imagery should evoke feelings of wonderment but still be reflective of the mission.
• Parents, relatives and mentors of children  – Target audience. Primary purchaser of books. Looking for opportunities to expose their children to diversity - with storybooks being a prime point of exposure. Concerned with the scarcity of books that reflect diverse storylines. Want books that feature children of all backgrounds, with storylines that are fun and engaging. Packaging is important - enhances the experience for the child (like receiving a gift in the mail).
• Educational Professionals – Have a vested interest in exposing children to diverse literature. Professional and personally interested in the social progression of children. Concerned with the lack of scarcity in 

What do we want individuals to believe after seeing this communication piece?
• That Mosaic Reads is committed to celebrating diversity and promoting story lines that celebrate the richness of our society’s diverse cultural makeup

Important Taglines
• Diversity At Your Doorstep
• Daringly Diverse Reads

Reasons to believe
• A team of culturally conscious curators will screen each book to ensure that all story lines are culturally sound and feature a diverse cast of characters
• All story lines will be evaluated using our proprietary Visibility Matrix, an evaluative tool that judges each back based on eight quality and cultural metrics 
• Our selection of books will be derived from domestic and international sources - showcasing a diverse array of cultures and communities

Tone/Attitude
• Fun 
• Playful but not excessively goofy
• Respectful and reflective of our diverse world


Executional Mandatories
• Logo must be fun and playful yet impactful. Must appeal to children but also to parents who make value judgements based on the quality of packaging/design
• Our selection of books will feature children of all backgrounds/ethnicities coexisting in harmony. Color choice should be reflective of that mission
• Color palette should not include more than two color choices. 
• Logo should fit standard dimensions of a mailer box - 7 x 5.5 x 1.25 - but easily adjust to fit smaller dimensions (i.e. stickers and other labels)
• Logo should be easily convertable to grayscale and/or black without distorting the value or meaning. Original intent is to be used in color but slight chance that it will be grayscale for cost efficiency







Thank you for your expeditious response to revision requests. Love the design. Looking forward to putting it to wide use.