Tel Aviv University has a new Logo

Tel Aviv University has a new logo.

Maybe I should be very excited.

After all, it is new.

Like all logos, it has a story, in this case a story of searching, clarifying, elucidating. Of observing, postulating, discovering.

But it still looks to me like three loopy circles in black and white. Maybe I need time. Even people who think they are creative have trouble thinking between the circles.

The letter announcing the new logo was signed by the three men running the university: The President, The Rector and The CEO. They are wise men indeed. Perhaps they are also Tolkien fans.

The university wrote the following:

“In terms of graphics, there is no other color that can convey the unknown better than black.”

On the other hand, black is also the color of death and bereavement. Just saying.

The university says that “the logo is now a journey of discovery. Three circles that take you on a journey through the pursuit of knowledge – at first unclear, than glimpsing something more coherent.”

I’m OK with that, but doesn’t finding out something lead you to further pursuit? In this case we are missing a fuzzy ball somewhere.

The university thanked “branding expert Atara Beiler and the studio of designer Uri Naveh and copy-writer Tal Berkovitch for the large part they played in this project”.

Tel Aviv University graduates, I wonder?

Afterthought

Tel Aviv University is now celebrating 60 years, and sent me a message saying that there are 170,000 graduates. Each of them has parchment diplomas with the old logo. Is there going to be a diploma recall, I wonder.

So I am adding a padlet here where anyone can comment on Tel Aviv University’s new logo. Feel free to add your three cents. I just have.

Double click to comment on the Padlet here.

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