LEo baeck 150th anniversary

Transform a larger-than-life personality into a logo

Institute / Archive

Logotype

Challenge

In honor of Rabbi Leo Baeck's 150th birthday, we wanted to create a modern logo that encapsulates his spirit and ideas. As a rabbi, educator, and theologian, Leo Baeck played an essential role in Jewish life. He served as a military rabbi for the German army during World War 1, and then, during the Nazi period and World War 2, he served as the leader of The Reich Representation of German Jews in Nazi Germany. He later contributed significantly to the study and preservation of German-Jewish history and culture and was named the first president of the Leo Beck Institute, which was established to promote and encourage the historical and cultural research of German Jewry.

Peoples’ choice

We often hear from clients: “We love all the logo options, it’s so difficult to choose”. But the Leo Baeck Institute went even further. They decided to ask for public opinion and pick the winner through Facebook. How would you vote? Scroll down for the winner.

We created a whimsical abstract drawing of Rabbi Leo Beck and combined the number 150 to symbolize his 150th anniversary in the abstract facial features. To symbolize the books the Rabbi wrote and the knowledge he passed on, we painted rectangular spots. Bright, happy colors complement this logo, creating an ambiance of art and light.

This option is more modern and minimalistic. To create the illusion of the Rabbi's smiling portrait, we assembled graphic, non-specific shapes. This contemporary language we created is designed to reflect the Rabbi's character, and deliver a modest but light-hearted atmosphere.

This option highlights the Rabbi's all-knowing, full-of-wisdom eyes behind iconic glasses. Based on this photo, we saw the opportunity to combine the number 150, which commemorates the 150th anniversary of the Rabbi's birth, as graphic shapes within the glasses. A soft-spoken and modern image reflected the Rabbi's unique and revolutionary viewpoint.

The winning logo shows Leo Baeck’s linear portrait that looks like it was created with one unstoppable pen movement. We got the idea from Rabbi Baeck’s penmanship, his texts, so modern at the time, still consist of important timeless wisdom and connect generations through centuries.