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New Logo and Identity for ADL by Starfish



Noted Sep. 28, 2018 by Armin

Industry / Non-Profit Tags /


(Est. 1913) “ADL is the world’s leading anti-hate organization. Founded in 1913 in response to an escalating climate of anti-Semitism and bigotry, its timeless mission is to protect the Jewish people and to secure justice and fair treatment for all. Today, ADL continues to fight all forms of hate with the same vigor and passion. A global leader in exposing extremism, delivering anti-bias education, and fighting hate online, ADL is the first call when acts of anti-Semitism occur. ADL’s ultimate goal is a world in which no group or individual suffers from bias, discrimination or hate.”

Design by

Starfish (New York, NY)

Related links

Starfish project page

Relevant quote
Contrary to many internal perspectives, ADL is not actually a civil rights organization, but rather an anti-hate organization. ADL combats hate wherever it appears, whether that’s in courts, in schools, on the streets, or online.

Galvanized by the tagline “Fighting Hate For Good.”, we undertook an exploratory to develop an identity that communicated anti-hate in a way that holds out hope and optimism for the future. We landed on the “bridge of hope” device as an activation element that could illustrate both what ADL fights against and what it fights for.

Starfish project page

Images (opinion after)
New Logo and Identity for ADL by Starfish
New Logo and Identity for ADL by Starfish
Excerpt from the guidelines.
New Logo and Identity for ADL by Starfish
Regional office logos.
New Logo and Identity for ADL by Starfish
The “bridge of hope” device can be used to strike out negatives.
New Logo and Identity for ADL by Starfish
Or it can be used to highlight positives.
New Logo and Identity for ADL by Starfish
New Logo and Identity for ADL by Starfish

The old logo was fine. Nothing memorable but it did spell out what “ADL” stands for, which I think might still be needed as, at least to me, “ADL” doesn’t mean anything but “Anti-Defamation League” sure does and it’s something I recognize. Perhaps ADL has been trying to go the ACLU route, which has a successfully used acronym when being referenced and I don’t think ADL has that. But, perhaps, this logo will help. At first glance it’s not much; a simple (if a little clunky) sans serif with the crossbar of the “A” used as a striking/censoring device. Dubbed the “bridge of hope”, the bar has a nice concept to it and I like its flexibility to be used either to strike out something bad or to highlight something good. It’s not entirely groundbreaking stuff but it could potentially become ADL’s “thing”. While the idea all around is good, the execution is dry and attention to typography is lacking finesse. Nonetheless, fighting the good fight.

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Logo Before & After
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