B'nai B'rith Youth Organization
In October 2011, I was presented with an exciting opportunity during my internship at B'nai B'rith Youth Organization (BBYO) to design the AZA & BBG 2012 International Convention (IC), taking place in Atlanta, Georgia.
When I was first approached by the AZA & BBG team, I was shown the logo that had been developed by previous designer, which had all of the essential elements the team was looking for (i.e. the event name; the event theme/slogan in both English and Hebrew; Jewish iconography; and the event date and location), but fell short of its full potential.
Original 2012 IC Logo
Re-Design Process
Although original, the design felt extremely text heavy. Futhermore, the division between the name of the event and the event theme that the previous designer had created diffused the message. It was immediately clear to me that the logo needed cohesion and stronger imagery. The next steps thus involved researching IC logos from past years, and looking into iconography that could relate to the theme ("Tomorrow Starts Today"), Jewishness, internationality, and the event location (Atlanta) all at once. Consequently, I began to incorporate the Atlanta city skyline, the Star of David, the Georgia peach, and the globe into my designs.
After some contemplation, the AZA & BBG team decided that they wanted to go in the direction of the third design, which they felt communicated all of the important elements clearly and evenly. Moreover, the playful nature of the design was well suited to the teen audience that would attend the convention.
So with just a few alterations (i.e. theme/slogan placement; additional colors and stars; inclusion of AZA & BBG titles; expansion of earthly terrain), we had our logo! All in all, I am quite happy with the way it turned out given the time limitations (i.e. 9 days), and am excited to begin implementing it onto AZA & BBG's 2012/5772 International Convention marketing pieces and apparel.
