Tufts Hillel provides a full-spectrum home for engagement with Jewish faith and culture on the Tufts campus. Welcoming in spirit, diverse in participant's backgrounds and beliefs, and wide-ranging in activity and endeavors, it is truly the hub of Jewish life on campus.

ROLE
Creative Director/Designer; Sametz Blackstone Associates

SCOPE
Concept // Design // Creative Direction

Telling a story; building a narrative

The new logo depicts the variety, diversity, and interconnectedness of the Tufts Hillel community.

A series of overlapping circles that can vary in size and color frame an open space—a hub—representing the promise of a shared, welcoming community of students, staff, and faculty dedicated to learning and discovery.

The wordmark’s custom typography— including its anthropomorphic “i”—is recognizable and welcoming.

Rational, flexible, extensible

Based on a shifting kalidascope of brand colors, the Tufts Hillel logo subtly changes and morphs within an always recognizable visual range. 

Examples of unique logo variations for use on dark backgrounds and for single-color applications.

Building a visual toolkit

In addition to communicating attributes of organizational character, the Tufts Hillel visual brand system needed to be easy to implement and iterate, and distinctive in a crowded campus environment. 

A unique and recognizable palette of colors and typography, combined with bold, simple shapes and overlap stylings derived from the logo serve as the foundation of an informal, welcoming, and recognizable visual system.

In addition to color and shape, the system includes a unique approach to adapting easily available iconography to the visual system. 

putting it all together

A comprehensive brand guidelines document provides clear verbal and visual approaches for the many groups—both student and professional—that communicate and create on behalf of Tufts Hillel. 

in practice

The Tufts Hillel Instagram feed—managed internally by multiple student groups—shows the flexibility and recognizability of the visual system in practice.

All material © Alexander S. Budnitz and/or the orgianzations listed