O.U.’s new logo
The Orthodox Union has a new logo:
which will replace its famed U-within-a-circle:
on its press releases, letterhead, business cards, advertising, and brochures, but NOT on the products it certifies as kosher.
According to a press release:
the additional new logo has been designed to reflect the reality that the organization does much more than certify food products….”The final look reflects what the OU is all about — a contemporary organization enhancing Jewish life in practically every sphere,” declared Gerald M. Schreck, the Chair of the OU Communications and Marketing Commission.
Sometimes a logo redesign is just a redesign, but it will be curious if there is more to it than that — and in what way the rebranding reflects the priorities of the OU’s incoming Executive Vice President, Rabbi Steven Weil of Beverly Hills, CA, who succeeds Rabbi Dr. Tzvi Hersh Weinreb on July 1.
The logo, designed by Josef Tocker, is a clever melding of two forms, and somehow still reminds me of Jewish food — specifically, marble rye:
Of course, it has its Picasso qualities too. Here’s a flipped and inverted detail from “The Dream”:
See what I’m sayin’?
JustASC is written by Andrew Silow-Carroll, Editor-in-Chief of the 