How does one rebrand a well-known institution that has been a leader in its field for 70 years? For seven decades, Oranim has been pushing educators to be involved and caring, out of a unique perception of the role the educator and education has in society. In addition, Oranim kept growing, and today several different organizations operate under Oranim’s roof. Therefore, our work began in creating a brand strategy and narrative that would reflect both the palce’s history and character, but also its growth and expansion.
The positioning and strategic solution is the product of a comprehensive research that included several physical visits to the campus, and direct meetings with the faculty and students. All these led us to several conclusions; First – Oranim is no longer just a college, it’s a large academic center that contains several different entities, secondly – the line of positioning should express both Oranim’s unique approach to education, as well as the unique style and atmosphere of the campus. This is how we moved from “Oranim College – a place of inspiration”, to “Oranim Academic Center for Education and Society – to reach a different place”.
The visual language also expresses the uniqueness of Oranim in the academic landscape, starting with the surprising choice in combinations of the color pink – which is usually not used in the academic world, and ending with the combination of graphic elements simulating speech bubbles, or writing on a blackboard with chalk. The visual language also includes a division into systems of informative grids and creative grids, thus creating a huge space of action, which allows creating content of any kind and communication at all kinds of levels.
From the old logo, which was based on a modernist styling of pine trees, we moved to a current logo that, while referencing the original symbol, also expresses a dynamic feeling of a variety of ways and directions and symbolizes the new narrative and values of the place – “reaching to a different place”.
The positioning and strategic solution is the product of a comprehensive research that included several physical visits to the campus
From the old logo, which was based on a modernist styling of pine trees, we moved to a current logo that, while referencing the original symbol, also expresses a dynamic feeling of a variety of ways and directions and symbolizes the new narrative and values of the place
The visual language also expresses the uniqueness of Oranim in the academic landscape, starting with the surprising choice in combinations of the color pink
Combination of graphic elements simulating speech bubbles, or writing on a blackboard with chalk
