Temple Israel Visual Identity and Branding Booklet Stephanie Li
Table of Contents Brand Development Project Description
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Ideation
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Logo Proposal
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Branding Guidelines
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Brand Application Stationery
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Posters
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Merchandise
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Web Design
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Wayfinding and Signage
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Project Brief Temple Israel is a reform Jewish synagogue located in West Bloomfield, Michigan. They have been operating since the 1940s and consider themselves a body that advocates “present and continuing change”. They believe that everyone should be welcome and included, being one of the first for practices such as having female rabbis and holding gay wedding ceremonies. The new visual identity system for Temple Israel will include color and geometric altereations to thee original Star of David. This system will allow newcomers to understand the synagogue’s fun, forward-thinking culture, while simultaneously retaining previous generations’ experiences with their services.
Temple Israel Visual Identity
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Previous Logo
Temple Israel’s previous logo was the standard Star of David. The star is occasionally made to be gold in certain circumstances. It is unknown if logos for the synagogue’s separate branches were created by the same person.
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Preliminary Studies Group 1 studies showcase iterations that aim to reinvent the Star of David, one of the most recognized symbols in the world. This is to fulfill one of the previously stated objectives—to retain familiarity with demographics who have already developed familiarity with the synagogue’s services for over a decade or longer.
Group 2 studies reflect experimentation on two preferred marks from Group 1. The process of color selection is also initiated, with some versions containing multiple colors in one design.
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Typographical Studies Experimentations include various typefaces with the logo in context, as well as paired with Temple Israel’s separate divisions, such as the Early Childhood Center.
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Early Childhood Center
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Heirloom Catering & Events
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Final Logo
Temple Israel The final proposed logo references the original Star of David symbol in order to reflect Temple Israel’s dedication to preserving the traditions that contributed to the early formation of their identity. Alterations to the interior structure are a response to the temple’s forward-thinking mindset and effort to become more inclusive and diverse in their services.
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The Star of David is altered by leaving the inside connections incomplete. This is a divergent solution from the temple’s original mark, whose breaks were parallel to its intersecting sides.
The logo forms a pinwheel in its negative space. This can be used for varying imagery and iconography within Temple Israel’s varying divisions of service.
Temple Israel The synagogue’s name in the primary logo has its captials aligned by its vertical stems. This can be unstacked for certain applications, e.g. stationery.
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Logo Continued Examples of logo variations include a black and white version, as well as grayscale. Additionally, there are demonstrations of alterations on backgrounds of different colors from the brand’s own color scheme.
Temple Israel Black and White
Grayscale
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Brand Guidelines Logo Treatment The logo has guidelines for how it may be appropriately used.
Permitted
Not Permitted
Temple Israel Temple Israel
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0.25”
The logo, at any size no smaller than 1”x0.5”, with consistent proportions and a 0.25” clearance on all sides.
Arbitrary color usage and/or disproportionate resizing
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Brand Guidelines Fonts Temple Israel’s new primary typeface is Bilo. While the logo utilizes its bold version, Bilo’s varying weights allow for versatility in settings where lengthy body copy may be required. Freight Text is the identity’s secondary typeface.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Bilo, 18 pt Bilo Bold Bilo Medium Bilo Regular Bilo Light
The quick brown fox jumped over the lazy gray dog.
FreightText Pro, 18 pt FreightText Medium FreightText Book FreightText Light
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz The quick brown fox jumped over the lazy gray dog.
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Tagline The temple’s tagline, “More Than a Congregation”, can form a second line under its name, or as a stand-alone quote for certain marketing material.
Temple Israel Original
Temple Israel More Than a Congregation
Incorporation of Tagline
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Brand Guidelines Colors Brand colors include the split complimentary scheme from the Star of David, as well as black and white for to use occasionally as neutral backgrounds.
Teal # 4f818c
Black # 000000
C: 72% M: 38% Y: 38% K: 6%
Melon # ed856c
C: 3% M: 58% Y: 56% K: 0%
Agave # edc256
C: 7% M: 22% Y: 78% K: 0%
White # ffffff
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Stationery Examples include letterhead, business card (front and back), and envelope mailing label.
Learning Giving Belonging Happening
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Business Cards
Learning Giving Belonging Happening Front
Back
1”
2”
0.5”
3.5”
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Posters Temple Israel posters can use its website calls to action in order to promote new and upcoming events and/or services.
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Apparel Clothing can come in any of the previously-listed brand colors.
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Tote Bags
Front
Back
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Mugs
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Web Design The updated website will allow imagery and text to live together in a more harmonius way. A mobile version has been included.
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Signage and Wayfinding Clothing can come in any of the previously-listed brand colors.
Exterior Signage
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Signage and Wayfinding Clothing can come in any of the previously-listed brand colors.
Interior Signage
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designed by Stephanie Li