Toronto Hebrew Memorial Parks - Creating community within places of rest
The project sought to develop a distinct voice to communicate tradition and respect for this not-for-profit community of cemetery spaces. The challenge in developing a distinct visual identity for Toronto Hebrew Memorial Parks was threefold: it required the creation of an overall parent brand while highlighting each of its two community cemetery spaces, Pardes Shalom and Pardes Chaim.
A quotation from the founding president in a speech delivered to the board of governors served as the primary inspiration for the mark. “It is here that the recently departed seem to linger a while. It is here that we can still come to grieve, to take inspiration, to assert ourselves, to ask to be forgiven, to right old wrongs, and to talk to stones that mark a very special place.” Brand awareness was built within the mark through an iconic series of stones arranged as a community within the shape of the Star of David. By highlighting its Jewish roots through this metaphor, a peaceful and soothing brand was developed.
The resulting identity pays homage to the tradition of its audience in a respectful manner through a contemporary and visually dynamic visual language.
