A rebranding project for Hashkifa - a revolutionary inspirational / educational enterprise, based on Jewish tradition that harnesses the power of story telling as an anchor to draw the viewer in, with a focus on bringing spiritual ideals and concepts into practical implementation.
Some issues with the previous logo identity include the following:
1) The play icon replaces the letter 'a.' However this is not obvious, as the other a is different
2) The logotype is a little too round and chunky which gives off a childish vibe - not sleek enough to represent what Hashkifa has to offer
3) There is nothing that conveys Hashkifa is anything more than just some sort of digital experience.
The need for a redesign stemmed from the fact Hashkifa was repositioning itself as a revolutionary educational enterprise as well by providing a curriculum based on the inspirational content and stories it shares.
The primary logomark represents a digitized Torah (Bible) scroll, as well as an overall more slick look and feel that is more in alignment with Hashkifas brand aspirations
