This work is quite personal to me. My dad founded a new congregation back where I grew up in the Philadelphia-Bucks County area. Beiteinu, which means "our house," aims to produce a laid-back, joyous atmosphere, embracing diversity among its members, in order to usher in fresh, contemporary ideas, while being rooted in torah, mitzvah, and tradition.

I wanted to create a logo that felt fresh, joyful, and contemporary, but captured a sense of the tradition at the core of this community. I also knew I had to somehow incorporate a house into the imagery. The final product is what you see here: the dark blue colored parts of the logo form the Hebrew letter Bet, which is the first letter of "beiteinu." The hebrew letter in this image essentially is the foundation of the house and weaves through it to the top. The sparks coming from the chimney symbolize the uplifting, exciting force that Beiteinu aims to form within its community. The shapes that make up the house are more loose, perhaps a little uneven, representing the congregation's joyful and casual atmosphere.


design concepts for beiteinU