Temple Israel Visual Identity Redesign--Kraig Sims

TEMPLE ISRAEL

visual identity + branding system

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Client: Temple Israel Design: Kraig Sims Spring 2021

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CONTENTS

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Executive Summary

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Sketches

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Fonts/Colors

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Logotype

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Primary and Secondary Logotypes

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Brand Applications

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EXECUTIVE SUMMARY CLIENT Temple Israel is a religious organization founded in 1941 that prides itself on serving the American-Jewish community of Metro Detroit through its Reform Judaism religious services, food catering company, social action campaigns, and childcare center. They have entrusted us to find solutions for their new visual identity—an identity representative of their principles of inclusivity, relevance, and friendliness.

AUDIENCE The client’s audience is as diverse as their congregation of children, young adults, and senior citizens. These varying age ranges require a careful approach to design that is neither too extreme nor too stuck in the past.

PROJECT GOALS My plan for the new visual identity design involves the creation of a modular graphic system that will unify the various sectors of Temple Israel’s online presence. From the catering website to The Well, a standardized set of graphics would buttress Temple Israel’s philosophy of community, tradition and diversity.

I will establish a set of graphical deliverables that embody the temple’s core values while bringing their online presence into a more modern and clean look to match their philosophy of evolution.

This is an opportunity to address the issues of hierarchy, cohesiveness, readability, and organization present across Temple Israel’s various brandings. In the client’s responses to the questions of modernity and evolution, a clear set of standards were set concerning the future direction of their brand. I have contextualized this information by referencing Temple Israel’s usage of a hand-written script font, while incorporating clean-edged geometric forms that create organic geometries within.

With the new visual identity design, the client wants to hold true to the traditional logo (while coming a bit closer to modernity), add additional web page navigation elements, and establish a sense of hierarchy/organization.

PROCESS My plan for the new visual identity design of the Temple Israel graphics will incorporate an iterative process of creation— pulling from past established graphic precedents in order to create a more clean, organic logotype.

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SKETCHES My sketching process began with an abstraction of Temple Israel’s ornate centrepiece.

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SKETCHES The sketches soon narrowed in scope to focus upon discovering geometric forms inspired by the building’s architecture and form.

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FONTS/COLORS

Univers Condesed Medium

The two fonts were chosen for their uniformity and readability, but also create a modern, yet established feel.

•A neogrotesque sans-serif typeface designed by Adrian Frutiger for Deberny and Peignot in 1957.

•A consistent and related typeface.

Trajan Pro 3

•A serif typeface designed by Carol Twombly for Adobe in 1989.

•A grand and readable all-caps typeface.

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#76a0d4

#5590cc

#6986b2

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LOGOTYPES

Temple Israel Temple

Temple Israel

These logotypes built upon the established explorations in my sketches.

Israel

Temple Israel

temple israel

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PRIMARY + SECONDARY LOGOTYPES These two logotypes serve to represent the temple’s philosophy of evolution, while also retaining a relationship with the past. The primary logo on the top serves to create forward moving geometry in its center, while the secondary logo below references the temple’s torah ark.

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TEMPLE

ISRAEL

STATIONERY The stationery layout focuses on using a clean and vertically informed layout on both the cards and letter.

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STATIONERY The envelope uses the primary logotype in a careful, restrictive way.

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STATIONERY Cards are actual size.

2"

3.5"

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STATIONERY 9"

Envelope is not actual size.

4.125"

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STATIONERY Top: Mailing Label (not actual size). Bottom: Letterhead (actual size).

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ASSETS The assets make use of the original shape with a horizontal line to allow the varied subsidiaries to read as one group.

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POSTER This poster utilizes the geometric forms of the six-pointed star in order to create a background for the text and title to rest upon.

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POSTER An alternate poster mockup discussing COVID-19 vaccinations.

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MASK A mask emblazoned with the geometric logo.

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SWEATSHIRT This black crewneck sweatshirt is emblazoned with the white geometric logo.

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T-SHIRTS These t-shirt iterations use the primary logotype in a centralized placement.

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WATER BOTTLE This bottled water features the primary logotype.

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WATER BOTTLE This sustainable water bottle also features the primary logotype as well as the geometrical shape on its own.

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STICKERS These stickers use the primary logotype's geometry to create a keepsake for vaccinated individuals.

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TOTE BAG This tote bag is emblazoned with the primary logotype in its center.

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UMBRELLA This umbrella uses the primary logogtype in its solid color format.

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BUTTONS These buttons feature both the primary logotype in both color arrangements, as well as the standalone geometric logo.

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MUG This mug features the geometric logo.

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COMPOSITE This composite view of the various website redesigns on different platforms show the various colors choices and site header layouts.

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DIGITAL DEVICES This computer web layout builds upon the temple’s established visual hierarchy, while adding pops of color.

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DIGITAL DEVICES Computer layout on iPad format.

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DIGITAL DEVICES The mobile layout consolidates the DNA of the computer layout of Temple Israel’s website by reducing the amount of visual elements onscreen.

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SIGNAGE This wayfinding solution makes its presence known to the viewer at a more intimate scale.

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SIGNAGE This wayfinding sign uses the solid color geometric form to direct patrons around the temple grounds.

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SIGNAGE This wayfinding solution offers a quick way for patrons to view the establishment's operating hours while showcasing the asset's logotype.

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SIGNAGE An alternate wayfinding solution for the early childhood center's hours.

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Temple Israel Visual Identity + Branding System Designed by Kraig Sims https://simkraig.myportfolio.com/work Winter 2021

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