Branding, User Experience, Web Design
The logo for The Sephardic Foundation on Aging is a new take on a familiar symbol. For the past century, the handshake has been an important symbol for Sephardic communities in the US. Sephardi is a Jewish ethnic division originating from traditionally Spain and Portugal. We were inspired to update this tradition, and add an element of uniqueness to the logo by incorporating a heart shape.
The goal of the new site was to demonstrate SFOA's rich history as the heart of New York’s Sephardic community and to connect with prospective grantees across several key priority areas. I made the strategic design decision to make the site feel optimistic by showing positive depictions of aging adults with a pastels palette that would complement the deep navy used to signify the foundation's jewish faith. The design should feel light and hopeful, but still grounded in tradition and the realities of aging.
© Doug Knapton 2021