The Reading Line


A combination of books, bikes, nature and an infectiously enthusiastic client made this project irresistible. We loved the challenge of branding an event that focused on improving mental health through exercise and reading. We developed a flexible brand system that can be adapted for each new event. The collectible t-shirt highlighted locations along this year’s cycling path and will be updated for future rides. The logo is made up of different elements and the “pages” are intended to change colour to match new ride themes. Advanced exposure was key to spreading the word and we did our part by designing a t-shirt, a postcard, an ad, posters and social media. Our client is on to something quite special with this event and we’re happy to go along for the ride.


  • Visual Identities
  • Brand Activation
  • Interactive Media
  • Event Collateral
  • Environmental
  • Wayfinding
The reading line logo variations on three white button mock-ups
Two series of posters for Bloor Viaduct Campaign from Reading Line
The display of front and back of postcard for the Bloor Viaduct event
The back view of a person wearing the Reading Line T shirt in a park
4 Shareable images for the Bloor Viaduct event displayed in mobile format
Book Ride T shirt with a custom badge
Two people wearing the Readling Line T shirt are holding the Book Ride buttons
Participants in the Reading Line event seating in a park wearing custom Reading Line Tshirt Gravity Inc designed

"Working with Gravity was a total delight! They encouraged us to rethink our brand and overall strategy. Gravity’s skill, professionalism, and sense of fun made the world of difference for us for this year’s Book Ride and for future events. We recommend them wholeheartedly to other non-profits, organizations, and small businesses."

Janet Joy Wilson

Co-Founder & Outreach Director

We acknowledge the land that Gravity meets on is the traditional territory of many nations including the Mississaugas of the Credit, the Anishnabeg, the Chippewa, the Haudenosaunee and the Wendat peoples and is now home to many diverse First Nations, Inuit and Métis peoples. We also acknowledge that Toronto is covered by Treaty 13 with the Mississaugas of the Credit.