Identity Projects // St. Louis JCC

St. Louis Jewish Community Center

In 2000, these 3 options were presented to the Jewish Community Center of St. Louis for their new identity.

Light is a common theme in Judaism, characteristic of many of the religion’s rituals, so we thought it would be an appropriate element in the logo, even though the Center serves more of a recreational and social purpose. In the 1st option, the “J” is capped with the everlasting flame while the “C”s suggest radiating light or halos emanating from the source.

In option 2, the menorah mimics the curves of the ‘C’s while the sans serif typeface is used to maintain the Center’s informality.

The Center is commonly referred to as simply “the J,” so the 3rd option altogether eliminates any reference to the ‘C’s. Designed at Oliver Kuhlmann.