CLIENT: National Association of Jewish Chaplains
The National Association of Jewish Chaplains is the certifying entity for Jewish chaplains in the United States, overseeing education and providing support for these front line professionals working at the intersection of social work and religion. When this nonprofit membership organization approached us for help with their fundraising, we realized that the first step in communicating their brand effectively was to improve the legibility and impact of their logo.
The Old Logo
The old logo was outdated and confusing. It was very difficult to read the type, and to discern what the graphic was. And the the logo did not reproduce well on a photocopier, a method used frequently by the organization.
The New Logo
The new logo strengthens the brand equity (recognition) of the medical symbol over Magen David star, while addressing a number of issues:
- Improved readability of the name with a clear, easy-to-read typeface.
- More emphasis on the words “Jewish chaplains” to build more recognition for the organization.
- A more modern graphic representation of the medical symbol and more clarity in seeing the medical symbol over the Jewish star.
- Strengthening the storytelling aspect of the logo with the suggestion of upward movement to symbolize hope.
- Improved reproduction in at small sizes and in black and white.
