The most enduring visual heritage of Hebrew/Jewish culture Is the Hebrew letter – the Hebrew writings.
As a child in Europe, I learned the Hebrew ‘Aleph-Bet’ as part of my Jewish education.
The words were incomprehensible but the Hebrew letters registered in my memory as abstract images.
Upon my arriving to Israel, I met those half-forgotten characters again – on shop signs, matchboxes, newspapers, everywhere serving the needs of everyday life.
Of course I have learned to speak and read Hebrew but my interest in the written letter or word has always remained more visual than literal. This attitude motivated me to play and explore new visual possibilities of the Hebrew letters – often combined with Latin lettering – transforming them into symbols, logos or posters to convey the needs of modern graphic communication for industry, marketing and cultural events.
This process enabled me to create an array of new visual images – far different from European symbols based on their heraldic traditions.
With the growing export-oriented industry, the designer frequently has to address the visual message to two different cultures, using two different alphabets: Hebrew for the local market, Latin for global markets.
The necessity to combine two types of scripts, aesthetically and meaningfully, presents a challenge to any graphic designer. My background, as an immigrant to a new counrty, has helped me to overcome these objective difficulties and, at the same time, express my subjective need to minimize cultural barriers and create a visual harmony between conflicting elements.
It was a challenge for me to achieve a harmonious, unified image out of two (sometimes three) different letter-forms, to experiment with the creation of alphabets, based on common shapes in Hebrew and Latin letter-forms. The flexibility of Hebrew type (type & cursive) allowed for some satisfactory results in the creation of bi-lingual logotypes and symbols.
Letters create images. Images create letters.
My approach to the letter is not strictly typographic, I perceive letters more as images – shapes to be explored for new possibilities. In my work, I enjoy the play of transforming the letter into an image or image into letter, Either Hebrew or Latin.
Logo is the corner-stone of an identity. It should express the essence of the company or organization it is created for.
As a symbol or logo will be seen many times it may have an element of a riddle or puzzle which teases or invites the viewer to look at it again and again – to understand its message. This process makes the viewer a partner in establishing the effectiveness of the logo and will make the image more memorable.