New LehrhausNew Lehrhaus is an adult school located in San Francisco dedicated to Jewish studies, bringing people together to explore Jewish history, culture, languages, texts, and ideas through curiosity, dialogue, and learning.
We first built a strong brand strategy around the idea of new perspectives and reinterpretations, with the claim “A space for open questions” that reflects the aim to be an inclusive space, open to different people and perspectives, where dialogue as a key learning mindset.
The whole brand identity creates an ongoing dialogue between past and present. The logotype is a subte combination between Latin and Hebrew typography, acknowledging cultural memory while remaining contemporary and open.
The visual system is very extensive. From one side, we wanted to use typography as a tool to express ideas, creating pauses in the text that reflect the idea of an open space for thought and dialogue. The sentences feel like unfinished, and we are pushing or inviting the viewer to complete the thought. The space is not empty. It's intentional.
To emphasizes this dialogue between the past and the present, we wanted to recuperate a small part of the past in our compositions, and we added historical texts, written in traditional Hebrew, just like a texture.
