Name and Logo Recommendation for

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Name and Logo Recommendation for The Jewish
Federations of North America October 6, 2009
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New Name and Logo Development Timeline
SeptDec 08
Sept 09 Oct 09
Feb.09
Nov. 09
June 09
May 09
Brand Research conducted



Unveil _at_ General Assembly
Executive Committee BOT
Brand Pilot Group formed
Federation Leadership Institute
Board of Directors
Board of Directors
3
Brand Audit Many faces to the public
Presented to Board on June 09
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Implicit Naming Consistency Has Emerged
Figures represent 2006 Annual Campaign
Jewish Federation of geography Geography Jewish
Federation ____/Jewish Federation of
geography Jewish Community Federation of
geography United Jewish Federation of geography
136
Unique Names
10
UJA Federationof geography
7
4
United Jewish Community of geography
87 of Federations 73.7 of Total Donors 69.9 of
Total Gift Value
2 of Federations 4.3 of Total Donors 3.3 of
Total Gift Value
7 of Federations 3.5 of Total Donors 4.5 of
Total Gift Value
4 of Federations 18.5 of Total Donors 22.3 of
Total Gift Value
Presented to Board on June 09
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Project Background

• As part of an overarching effort to create a
  stronger continental brand for the federation
  system, and based on brand research results, UJC
  is changing its name to better align and reflect
  the names of their member organizations
• The new name The Jewish Federations of North
  America - needs a new visual identity. More
  importantly, as local Federations instill greater
  consistency in their own naming by having
  Jewish Federation of geography somewhere in their
  name - many are looking to refresh their local
  branding
• This Brand Pilot Group (BPG), representing 10
  Federations across city-sizes, will help drive
  this process and implement the new branding
  locally

• 90 of Federations already have Jewish
  Federation of geography somewhere in their name
• All large federated non-profits have consistency
  in their branding, except UJC and Jewish
  Federations
• Local Jewish Federations have strong familiarity
  of 50.

Presented to Board on June 09
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Branding Pilot Group
Logo
Logo
Name
Name
Jewish Community Federation of Richmond
The Jewish Federation of the Berkshires, Inc.

Jewish Federation of Greater Houston
United Jewish Federation of San Diego County
The Jewish Federation of Greater Kansas
Jewish Community Federation of San Francisco, the
Peninsula, Marin Sonoma
United Jewish Communities of Metrowest New Jersey
Jewish Federation of Silicon Valley

• Jewish Federation of Greater Philadelphia

The Jewish Federation of Greater Washington
Presented to Board on June 09
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The Purpose of A Logo

• The primary goal of a logo is to convey a message
  and a feeling within the least amount of time and
  with the least amount of strain on the audience.
• It is the cornerstone of a brand and is usually
  the first impression of a brand in the
  marketplace.

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Key Ingredients of Our Brand

• FUTURE FACING Strives to make the world a better
  place and want to focus on celebration of the
  future, while respecting and honoring our past
• DETERMINED We accomplish amazing things when we
  decide to mobilize
• ALWAYS THERE Operate on the principle that no
  Jew should be left behind that in times of
  crisis or need, one can rely on Jewish
  Federations to always be there
• LEADERSHIP As the 1 Jewish non-profit, and
  representing 157 federations and 400 network
  communities, the identity should convey scale and
  stature of the organization
• NOBLE YET ACCESSIBLE Needs to be aspirational
  yet accessible. Portray gravitas and substance,
  but be also generous and inviting.
• OPTIMISTIC SPIRIT Want a smile, hope and
  optimism in the new identity
• COMMUNITY I am my brothers keeper a sense
  of duty to help build strong local communities
  everywhere

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Development Process
Guided by the Branding Pilot group, a disciplined
development process was followed
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Development Process Criteria

• Leverage Brand Audit and Research
• Review Best practices and Competitors
• Determine Key ingredients and criteria of
  evaluation guided by
• - Brand Pilot Group
• - Branding Workgroup (May)
• - Board (June)

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Criteria for Evaluation

• Demonstrate that this is very much a Jewish
  concern (i.e, use Jewish iconography in an
  inventive and contemporary way)
• Be clear and clean (less is more) and be able to
  work as a co-brand with diverse visual identities
• Be fresh and contemporary but be able to span
  generations in its appeal
• Be warm and approachable rather than cold and
  corporate
• Strongly signal that this is a confederation or
  constellation of many local organizations, all
  working towards a common goal of helping Jews
  locally and globally
• Be easily recognizable and differentiated from
  myriad other Jewish non-profit organizations
• Work as a symbol as well as with the wordmark

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Development Process Evaluation
Develop and Agree on Criteria for Evaluation
Evaluate Logo Designs Typography
Recommendation of Logo and Typography
Refine Concepts

• Over two dozen designs and typography options
  reviewed
• Top concepts selected

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Development Process Refinements
Develop and Agree on Criteria for Evaluation
Evaluate Logo Designs Typography
Recommendation of Logo and Typography
Refine Concepts

• Design enhancements based on feedback
• Typography and layout refinements

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Development Process Recommendation
Develop and Agree on Criteria for Evaluation
Evaluate Logo Designs Typography
Recommendation of Logo and Typography
Refine Concepts

• Eight more Federations volunteered to pilot
  Branding
• One Federation has already changed its name based
  on Branding work
• The Jewish Federation of Greater Washington is
  actively partnering to leverage launch at General
  Assembly
• New name and logo for the Jewish Federation of
  North America to be voted on by Executive
  Committee of the Board on September 23, followed
  by full Board vote

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Recommendation The Jewish Federations of North
America
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Recommendation The Jewish Federations of North
America (gray scale)
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Recommendation The Jewish Federations of North
America (cont.)
Very strong mark that is rooted in Jewish
tradition, is innovative and easily recognizable,
and is both inviting and optimistic

• Symbolizes safety net, umbrella - 1 word used
  to describe Federations

• Classic, yet distinguishable font

• Horizontal design is most practical
• Capitalized geography and different font adapt
  well for Pilot Federations

• Flame symbolizes our history and heritage
• Visually guides upwards providing sense of
  aspiration, hope and optimism

• Innovative, contemporary menorah anchors our
  visual identity in Jewish tradition

• Uses 2 variations of blue (Jewish color) that is
  also warm and approachable

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Recommendation Pilot Federation Example
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Recommendation Endorser Option
Federations with very strong local Brand equities
and recognition could consider an Endorser
application
Endorser Option

• would clearly signal that local Federation is
  part of the continental system
• would establish common touch point across local
  Brands
• would be prominently placed next to local
  Federations Brand
• would apply across all media (e.g., website,
  print)

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Federations Product Branding
Next Step Recommendations
UJA Brand Context

• Perceptually, stands for Raising money to help
  Jews
• Strong familiarity (63) among 65 year olds
  segment
• 7 Federations use as organizational name
• 19 Federations use as brand name of their annual
  campaign

• Consider branding our Annual Campaign UJA
  Annual Campaign e.g.
• Build brand architecture for development overall,
  including all products such as Foundations,
  Endowments, supplemental giving and
  Affinity-based groups
• Development Cabinet and Marketing Committee to
  guide and oversee the process

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Appendix
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Criteria for Evaluation Agree
(top 2 boxes)
Online Focus Group Results

• Clearly shows that this is a Jewish Organization
  65
• Clean and simple 85
• Feels fresh and contemporary 68
• Warm and approachable 66
• Is appealing to me personally 68
• Easy to recognize 71
• Optimistic 65
• Collectively fundraises for Jewish Causes
  65

Top score among finalists