As a dynamic, multi-generational community, Am Shalom is both rooted in tradition and always evolving. Like all self-reflecting congregations, we embrace opportunities to consider our identity and how we present ourselves.
During the summer of 2025, a committee of clergy, staff, and board members came together to develop a new visual identity, which was developed through several group feedback sessions, working with the design team at Gem Box Studio. After considering inspiration from a variety of sources, the team ultimately found its strongest influence in the synagogue’s stunning historic Beth Am mosaic.
The final visual identity was rolled out spring 2026.
We settled on a vibrant, high-contrast color palette that incorporates the gray and blue in the logo. The title typeface, Toroka, was chosen because it’s similar to the logo’s typeface— retro with a touch of modern sleekness too.
The Am Shalom visual identity retains the logo with the flaming shin and utilizes a growing pool of icons inspired by the landmark Beth Am mosaic.
