Rodef Shalom is a Reform Jewish congregation located in the Oakland neighborhood of Pittsburgh. Though steeped in historical importance, they are a progressive and forward-thinking congregation. This vision is currently under the direction of their young, articulate senior rabbi, Aaron Bisno.
The issue that Rodef Shalom approached Bearded with was one of perception. Though the congregation espouses modern progressive views, with a focus on initiatives for the social good, they had become known more for their historical standing – lending them a mustier image than their activities and policies deserved.
Launched on the heels of Pursuer of Peace, the Rodef Shalom rebranding and website are the first part of a comprehensive effort to position them as the big, open, progressive congregation they are. The site provides a wealth of information on the congregation and its activities, including a comprehensive events calendar, online newsletter articles, blog posts from Rabbi Bisno and others, and profiles of staff and board members.
The logo redesign shifts the focus away from the sometimes imposing facade of the synagogue, towards the open, inclusive nature of the congregation. The figure / ground relationship between the colorful interlocking forms and the negative space emphasizes the spiritual nature of the organization.
The Rodef Shalom logo won a Silver Award in the 2011 International Davey Awards.