We love Adena Silberstein! During her tenure at ConnCAN and 50CAN, we worked together on some of our favorite projects! So when she approached us to redesign the logo for her shul, we were so excited—another project with Adena and her discerning eye! Plus, the building where the shul is located is absolutely stunning. The gorgeous art deco architecture, the lines and symmetry... full of inspiration!
In presenting this logo, we thought we'd talk a bit about the process as well as the final image.
The first step was to have a solid conversation about the congregation's hopes and dreams for the new logo. Adena took a big lead in gathering information from her friends and fellow members. She asked three questions:
—What five adjectives describe BDJ?
—How does being a part of the BDJ community make you feel?
—What makes BDJ unique?
The answers gathered were extremely helpful. The overall feeling was that the congregation was warm and inviting, courageous and innovative. Respondents feel a lot of pride for their synagogue, especially in how open and forward-thinking it is. There's a sense of responsibility to those in the immediate B'nai David-Judea community and those outside of it. Finally, as one member put it: "… the willingness to push traditional boundaries as far as they can go while remaining orthodox. We're the only Orthodox shul I know of that regularly feeds the homeless and will soon have a female clergy member with a sheitl (wig)."
Generally, clients will have a reasonable idea of what they want to see, even it's just a feeling. Pinterest has changed the way we work, because, as you know, we can share tons of images quickly and easily, and narrow focus on what the client likes or dislikes. Part of what we do is provide one final design concept in the end. If that sounds scary, it's not! We draw inspiration and ideas from around the web, books, magazines, photos and our own scribblings to develop an aesthetic language before we actually start designing. This saves a tremendous amount of time, and when the client actually sees the first draft, it's already within their realm of expectations.
Our 3 initial design directions were: (1) Art Deco/geometry, (2) Vintage Israeli poster art, and (3) Judaica/Jewish art. These are a few images from the Art Deco/geometry board we created for this project. Clockwise from upper-right:
The gorgeous building that houses the shul, originally the Art Deco-style Fox Stadium Theatre built in the early 1900s, was renovated by Naomi Langer Studio in 2005. This landmark is one of the few remaining historic theatre buildings in the Fox neighbourhood of Los Angeles. The current signage on the exterior of the building is in a deco typeface, very similar to (or even possibly) Neutra.
The logo will be integrated into the synagogue's new website and collateral. The outdoor signage will most likely not be replaced, which is why we made the typeface choices we did.
Images from Naomi Langer Studio.
Keeping true to the architecture which B'nai David-Judea has preserved; the design inspiration; the forward-thinking, community-oriented congregation, we created the final logo.