JFS Logo

Jewish Family Serices of Western New York

An organization that positions itself as being person-centered and culturally responsive can’t do so with the logo of a fortune 500 investment bank. We want to offer JFS a sense of humility, honesty, and trust in a mark. Looking at the lower case serif type, pulled right from the books that taught us how to read, and the construction of the letterforms, everything just fits–comfortably.