Academy for Jewish Religion - Visual Language LLC

Weaving Together the Strands of Judaism

Orthodox, Conservative, Reform, Reconstructionist, Renewal? AJR, a seminary in Yonkers, NY, trains rabbis, cantors, and educators to serve all Jewish communities. We developed the tagline,“Weaving Together the Strands of Judaism,” then designed a symbol that tells that story. The colors in the woven star are the blue, crimson, and purple of the tapestries in the Israelites’ Biblical desert sanctuary where “everyone whose heart so moved them” participated.

Group portrait by Richard Frank of faculty and students.

Accordion-fold student recruiting piece.

Logo art was produced in full color, one color (blue) and black-and-white. The symbol and tagline can be used in various configurations depending on available space.

I love patterns, and this pattern was created for the inside of the pocket folder and the background surrounding the website.

I also love small-space black-and-white ads. The first major task — once key identity elements were in place — was advertising to recruit the next cohort of students. In a world used to various denominations with different levels of observance and customs, an introductory ad explained the concept of pluralism.

The “You Can Do It” campaign ran in Jewish papers around the country and answered questions many prospective students have. AJR trains many second-career clergy in search of a life with more meaning. Illustrations by Felix Sockwell.

A scroll logo for the 60th anniversary year was used on the website, online ads, and invitations.

Students and alumni proudly wear their logo tee-shirts.