idi

Branding

Theosophical Society in America Identity

An visual identity design for the Theosophical Society of America (TSA).

In 2005 Tom did a branding project for an organization called the Theosophical Society of America—the TSA for short. Briefly speaking, the TSA studies perennial wisdom from a modern, secular perspective.  Its mission is to encourage open-minded inquiry into world religions, philosophy, science, and the arts in order to understand the wisdom of the ages, respect the unity of all life, and help people explore spiritual self-transformation.

Tom sought to keep this branding simple since the full name is long, yet important for identity. It helped to start by “writing” the full name typographically to discover a potential configured (vs. linear) structure. In addition, he studied the possible alternative by using the original “emblem” for the international theosophical society, along with its parts—especially the two inverted triangles. These two triangles already make a powerful universal symbol, being a representation of the Higher and Lower aspects of nature and being part of that. That study led to adding the triangular symbol for potential integration with the name.

While open to many fonts, Tom ended up using the Frutiger font called Avenir. Avenir is a font is very much based on “geometric” principles, while it also reflects “modernism” in its design. This search eventually led design to a configurative grouping that also sought to integrate the triangle with the words themselves:

Much will be said about the meaning of its parts and its constellation. Rather important, however, is the fact that this configuration was the use of the “Golden Ration” proportion system. This system, based on the Greek letter Phi as a special number that approximately equals 1.618, is also known as the Golden Section, Golden Mean, Golden Rule, Divine Proportion. This proportion system is known in mathematics as the “Fibonacci sequence”—but significant in that it is naturally found as a reoccurring sequence of numbers found everywhere in nature, such as in the seashell, the leaves on a tree, human form, etc. Furthermore, the Fibonacci sequence is the sum of the two numbers before it: 0, 1,1, 2, 3, 5, 8, 13, 21, and so on, to infinity. The Greeks named this mathematical principle as the so-called “Golden Ratio”. In turn it has been used in design objects by cultures from around all the world. Its proportional qualities is also withing us, as we sense this intuitively, but can be proven scientifically, as mathematicians have shown throughout the ages. Science tell us it’s embedded not only within each of us, but in all of nature, in the world we live in, and in all of the universe we are part of.

The TSA President Betty Bland introduced the identity design to its members:

A New Look

When we get dressed in the morning, we usually think about what we will be doing that day, who we will be meeting, and what overall image we would like to portray. A new look usually gives us a lift and puts a little more bounce in our step. At Olcott, your national center, the staff has been looking for ways to give the Society a little more bounce in the way that it meets the public. We have considered what image would best represent us to new seekers who might be attracted and want to become a part of us. 

Our explorations took us to the “designer shop.” We didn’t want just any look; we wanted to have that special flair that bespeaks care and forethought to the overall appearance. We were fortunate enough to have former national board member Tom Ockerse, also former head of the School of Design at Rhode Island School of Design, to offer us help in developing our visual image. 

Tom, being a long-time member, was familiar with the mission of the Society, but he was challenged with how one might get the idea across symbolically. He explored different ways of writing the name, “the Theosophical Society in America”, a mouthful which alone is enough to scare off some timid souls. As he worked with it, he discovered that parts of the name could be juxtaposed so that the O’s in Theosophy and Society could be placed over each other in such a way as to form a triangle. Interestingly, when written in all caps, this arrangement actually makes the name easier to read. 

The triplicity of O’s brought about the idea to place their smaller reflection above them, seen as three dots. Now there were two triangles, slight but present, with many implied meanings—as above so below, 3 objects, 3 fundamental propositions, etc. And a bonus appeared in that this pattern of three dots was used by Master KH as a postscript incorporated into his signature, thus subtly evoking the energy of the early founders.

The official seal is still maintained on the new stationary design, but more as an official coat of arms than the primary focus. It gives a feeling of being well established and also provides the clear link with our history and International Headquarters at Adyar. 

To give an updated look, the body of a letter on the new stationary will have slightly more than a two-inch left-hand margin so that the edge of text falls directly in line with “in America.”  The right-hand margin will be ragged and only about a half inch wide in order to have adequate spacing for the body of the letter. This gives a fresh and modern look to our correspondence.

We hope you like our more current fashion. It is only the beginning of exploring iterations of our new look as it will soon be translated into mailings, advertisements, website, and more. Tom will evaluate each aspect of our visual image as it comes up for review, in order to apply this new visual language as it unfolds in our many applications. Soon we will have a whole new wardrobe with a unified look that we hope will attract positive attention from interested seekers.