ELIYA is an Israeli charity providing preschool education for blind and visually impaired children. Celebrating 30 years, they wanted to develop a new corporate identity, drive donations and promote their annual fundraising event.

We began by breaking two cardinal rules of logo design:1) A logo must have a visual form.

2) An organization must have one official logo.We invited the 250 kids attending ELIYA's preschool to tell us how they imagine their ideal logo. Using words and facial expressions, they described numerous imaginary logos - each with a unique set of colors, texture and form. We filmed and recorded a selection of these children describing their logo design. These "logo stories" which became the charity’s new corporate identity were broadcast on TV and played on the radio.

By taking the characteristics of what a logo is and deconstructing the process, we proved a logo is an open platform. That it can in fact take on a dynamic non visual form and can be converted into a language that is both personal and collective.While the new identity received enthusiastic feedback from outside the visually impaired community, it more importantly created a corporate identity everyone in the charity could identify with, especially the blind and visually impaired children.Within 1 week, ELIYA sold 400 tickets to its annual fundraiser (50% of the total tickets).