It is one of the most famous and venerable symbols in America, perhaps in the world, ranking up there with the Good Housekeeping Seal of Approval and similar iconic designs. It is the Orthodox Union logo, the letter U inside the letter O, and not only does it adorn more than 400,000 products certified as kosher by the OU, but in another form, with the Hebrew words Torah U’Mitzvot (Torah and the commandments) added, it appears on OU publications, letterheads, publicity material and everything that the organization disseminates to the outside world.
Now, some 80 years after the OU symbol was established to be placed on a small number of kosher certified Heinz canned goods, an additional new logo has been designed to reflect the reality that the organization does much more than certify food products. “Today, although it is still best-known for kashrut, the OU is celebrated for its work in many other fields – Youth (NCSY); Special Needs (Yachad); College Life (Seif JLIC); Shul Life (Karasick Department of Synagogue Services); Community Life (Department of Community Services); the Public Square and World Jewry (IPA); Israel (Seymour J. Abrams Israel Center) and even more,” wrote David Olivestone, OU national director of planning and communications, in the Spring 2008 issue of the Orthodox Union magazine, Jewish Action. Mr. Olivestone is the OU senior executive who was most prominently involved in the planning and design of the new logo.
“Therefore, while you will still be seeing the OU kosher certification mark on all OU-certified products, we felt the need for another symbol to represent the impact that the OU has on all these areas of Jewish life,” he explained.
After considering a variety of designs, the OU chose the work of Josef Tocker, the graphic artist who has also designed new logos for NCSY, IPA and Yachad. “The creative process of identifying the proper logo for the OU involved numerous designers and consultants. The final look reflects what the OU is all about — a contemporary organization enhancing Jewish life in practically every sphere,” declared Gerald M. Schreck, the Chair of the OU Communications and Marketing Commission.
The new logo has recently begun to appear in OU newspaper ads, program brochures and other materials. A new tagline, “Enhancing Jewish Life,” will also frequently appear with the new logo, according to Mr. Olivestone.
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20 Responses
i liked the old one better.
somebody has too much time on his hands.
an absorption of the influence of corporate america.
silly
WE NOW HAVE A NEW HEIMISHE HECSHER
“The creative process of identifying the proper logo for the OU involved numerous designers and consultants. The final look reflects what the OU is all about — a contemporary organization enhancing Jewish life in practically every sphere”
Gimme a break!!
After all those numerous consultants had their turn to speak, they simply used the guy who did all their original logos for them!?!
Remember all the after-the-fact explanations we used to get on Shakespeare or modern art?
And by the way, if your average layman doesn’t see that “reflection” they are touting in their new logo, than it ain’t too brilliant!!
Feivel a business keeping up with the times isnt silly
no way!!!!
I don’t get it. There will now be two OU logos on the products?
not clssy for a big name product to stick that new thing on ..
What blows me away is the amount of hechsherim out there and there is almost no way to keep up with them and to know who’s behind them.
I hope people don’t get confused and think it is a new hechsher.
May Hashem watch us that we shouldn’t be nichshol.
Hey you, how do you keep up with the hechsherim headache?
the old one is way better, simple, easy to spot. they shouldn’t change it, won’t this also hurt people who aren’t so religious but still want to keep kosher? Many borderline frum people aren’t in the loop about these things.
My other problem with it, is that it looks like UNorthodox union, because the U and the N are so close together. This is a major flop, like old coke.
Focus groups would help
People, read the third paragraph from the end of the article very, very carefully.
The new logo will NOT go on food products, but on other material OU produces (letterhead, magazines, etc.).
The old O-U symbol will remain on food products, and will not be changed.
I hope you guys read the gemara better than you read this article. The reading comprehension level and meager fund of background information is frightening. By the way, note the chesed that the OU does.
#14- kol hakavod
Well I for one don;t like the new logo at all. It doesn’t look professional, but rather like something I could make myself. No, actually, I could do better.
Bah! Who needs it? The old one was MUCH simpler!
400,000 products! there should not be a big parnussa problem (as discussed in YW) in Klal Yisroel, they alone should need hundreds of Rabbi’s!
what a pr article pumping themselves 400,000 products.
i would trust a smaller hechsher better, who can keep track of that many products….
no wonder every week in the paper we read of another of their mislabels or certified/uncertified…
Somebody worked hard on that logo, it isn’t nice to post publicly saying that it is ugly.
Also, I would strongly recommend that you tour the OU offices before commenting on their employees and/ or competence. Food products have many ingredients and almost every hechsher in the US relies partly on the OU.
DID I READ CORRECTLY, “NUMEROUS CONSULTANTS AND DESIGNERS” WERE HIRED FOR THIS PROJECT. WAIST OF JEWISH MONEY. CHAVAL AL HAKESEF,
IF ANYONE COULD GIVE ME A JUSTIFICATION FOR THIS HUGE EXPENSE PLEASE LET ME KNOW