toronto holocaust museum

Memory Serves

The new Toronto Holocaust Museum brand is based on the concept of reflection as our North star. This concept plays off the past, present and future— a transition from the darkness of the Holocaust to the resilience and rebuilding of life after the war. The black areas beneath the type are a reminder of the dark history, but also as an area for reflection and interpretation. The typography pays homage to metal type used on memorial walls and the rectangle doubles as a container for photography.

The new state-of-the-art facility will inspire visitors to think deeply and differently about the tragedies of the Holocaust and encourage the connection between Holocaust, world events and contemporary Canadian life.  It was important for us to have a brand that reflected this new community space and offering. It was also crucial for us to have a brand that felt like a safe and inclusive space for diverse communities across the GTA to feel welcome and encouraged to learn about this history. Too often, the Holocaust can be seen as a tool for learning only about the history and suffrage of the Jewish people. It is important that people become aware that learning about this unique history can create touchpoints, spaces for reflection and dialogue for people from all walks of life. The brand and identity, is the first of many touchpoints for people and we wanted to ensure it was a space for reflection and meaning making.

Consultation:Groundswell projects

Motion: Erin Prysiazny

Photography: Liora Kogan and Vito Amati