“In Israel today there are approximately 150,000 psychiatrically disabled individuals. Only 17,000 of them receive treatment. Enosh, the Israeli Mental Health Association, was established in 1978 to promote the welfare and rights of people dealing with psychiatric disabilities. Today, Enosh remains the only mental health agency in Israel which provides full and comprehensive solutions for rehabilitation within the community in 55 branches and 7 Family Counseling Centers spread nationwide from Kiryat Shmona to Eilat. These facilities provide services to some 4,500 people dealing with psychiatric disabilities and 3,000 family members. Enosh’s services include supportive housing, vocational rehabilitation, and social and recreational services.”
All these years, Enosh, Hebrew for "Human", used an archaic logo and brand identity. Considering the emotional connotation many people have to the old logo, the brief insisted on keeping the human face icon. We met this challenge with a purely typographic approach: the face is now incorporated into the letters, using the letter N's natural curve as a contour to the negative-space face shape.
We also created a special brand icon that is derived from the NIKUD, the vowel sign under the letter E. This icon is used whenever the full logo cannot be used for reasons of sensitivity and stigma against mental illness.
Ada Rothenberg Design provided text
Images (opinion after)
We don't get many Israeli redesigns so it's nice to bring you something a little different today that, even for non-Hebrew-reading readers, should be interesting. The logo consists of a wordmark that reads Enosh (from right to left) with a silhouette of a face. The elements in both are the same but even for those not familiar with Hebrew letters you can see an improvement in the typography. The new face is much more appealing and changing the direction to go against the current of the typography is quite interesting as it forces you to see it even when it fits more cohesively with the shape of the "N" letter. A new element to the logo is the use of the "Nikkud", which are the dots (diamonds in this case) used to denote vowels in the Hebrew alphabet. So that first letter that looks like an "X" is silent and could be an "a" "e" "i" "o" or "u" depending on what combination of dots you put in, so they have transformed the dots for a short "e" to create a standalone icon. It's a clever use of the dots. Overall, with the brighter color palette, the organization now looks far more optimistic and hopeful. Now, about that website…