"Recycle Israel" Project
Brief from client
Create a logo that will be used as part of a national awareness campaign about the importance of recycling in Israel.
Israel intends to raise awareness about the importance of recycling with a public service campaign and branded logo.
In creating the logo, my goal was to inextricably link "Israel" with "Recycling" - and do it with an execution that was organic, telegraphic and global.
The solution was to seamlessly merge two iconic symbols: The Universal Recycling logo, and the Magen David (Jewish Star).
During the design process, we explored many iterations. Some used color in the negative space, or an outlined star, to draw more attention to the Jewish Star in the center. But I feel the simplest, purest form is best.
My goal was to lose any extraneous lines, and achieve an aesthetic balance between the two symbols. (There was a lot of manipulation required to make this really work).
If folks don't see the Jewish Star at first, that's okay - as it provides an "A-ha moment" when they suddenly make the connection. Obviously, when viewed in context (as part of an Israeli Recycling program) it will be more apparent.
Let me know your thoughts…
CLIENT: Israel Ministry of Environmental Protection
AGENCY: AbbaSez, LLC
AGENCY WEBSITE: www.abbasez.com
CREATIVE DIRECTOR: Shawn Couzens
DESIGNER: Shawn Couzens, Del Almeida
7 Comments
At first, I thought "did this guy really come up with a world wide known symbol?"
But then I had a closer look and I must admit you guys got me.
This is pretty cool.
Now, my concern is that it maybe a bit too subtle.
I agree with Shawali the star is too subtle.
yea this is a great idea. to make the star slightly more obvious i would bring it in front of the arrows just so its covers the inside corners of the arrow heads
I really appreciate the feedback. But considering the target market and location (Israel) I think most people will see the star...if not immediately, then on a 2nd or 3rd look. And I like that they will "discover"it on their own.
I also think that if you cover up the inside of the arrows (M@'s suggestion), you ruin the integrity of the recycle logo, and it seems like cheating a bit.
Also, if you consider something like the hidden arrow in the FedEx logo, that's even more subtle. Not that it's the best logo in the world, but it's certainly one of the most famous.
AbbaSez
the problem is that at first people will only see the recycle symbol and wont look at it again, you should consider make it more obvious or at least make it look like there's something different in it, so people want to look more carefully
I think this is spot on. I saw the star immediately, before even reading the comments. The small hooks help define the corners in the open areas, so I'd leave it as is. Subtle is better.
Congrats!