The main challenge of creating Bina’s brand identity was to diagnose what was the right positioning for an organisation that operates in the saturated field of what is known as “secular Judaism”. To that end, we embarked on a broad and comprehensive research of Bina and its work, and also studied the entire field. Our conclusions led us to create Bina’s new tagline: Jewish Movement for Social-Change.
Each of these words represents one of three values on which Bina stands, as well as a world of cultural and visual content that needs to be expressed in its brand. We figured that trying to merge all of the three to one visual solution would be a mistake, instead we aimed for a harmonious mix that draws a little something from each;
From the world of movements we took the sans-serif font “Mandatory”, from the world of Judaica we took complex Talmudic layouts, and the typographical manipulations of the serif font “Hadassah”, and from the social sphere we took the xerox style and the colour processing of images.
In terms of colour, there is a hierarchy of primary colours in shades of blue, light blue and white, and secondary colours that give the brand playfulness and the ability to include of a wide variety of contents.
The main challenge of creating Bina’s brand identity was to diagnose what was the right positioning for an organisation that operates in the saturated field of what is known as “secular Judaism”
In terms of colour, there is a hierarchy of primary colours in shades of blue, light blue and white, and secondary colours that give the brand playfulness and the ability to include of a wide variety of contents.
Our conclusions led us to create Bina’s new tagline: Jewish Movement for Social-Change.
We figured that trying to merge all of the three to one visual solution would be a mistake, instead we aimed for a harmonious mix that draws a little something from each;
