Identity for Atid, a diverse organization of Jews in their 20s & 30s affiliated with the Park Slope Jewish Center.
Branding, Art Direction
A Sense of the Past
The solution is based on the pull young Jews feel in different, often opposing, directions from their Jewish heritage and American upbringing. In the literal sense, English is read left to right, while Hebrew is right to left.
A Hope for the Future
Atid, Hebrew for future, expresses the hope of a younger generation for these paths to exist in harmony. Both are represented by a directional arrow that combine to form the Star of David, a universal symbol of Jewish identity.