Congregation Kesser Israel

I enjoyed being a part of this project because I learned a lot about Jewish culture, which I wasn't familiar with before. Because of the vast amount of iconography used throughout the culture, there was an exciting number of avenues to explore during the initial concept stages.

This was a group project, where our small yet mighty team of 4 was tasked to come up with our own individual solutions to this creative brief. Here is a succinct chronological progression of my logo solution as it evolved. At the bottom is a selection of logo ideas based on some of the iconography and symbolism we were asked to incorporate from the design brief. My idea that resonated with the client was a rendering of the tree of life (Kabbalah) as it sits on the shores of the Chebar river from the book of Ezekiel. Since the water represents life itself, and in the book, life is the existence in fellowship with God, this seemed to pack a lot of Jewish tradition into a fairly simple logomark. I even twisted the trunk of the tree to symbolize a double helix because it represents the complementary relationship that brings together and balances opposites. I wanted the logo to represent both Jewish identity as a whole and the community it embodies since they welcome all walks of life.

Below is the final logo they selected on their homepage of their website.