The word mark should not only unite Jewish tradition and modernity, but also build a bridge between Jewish and European cultures.
To achieve this we came along with the idea to work out a font that uses significant visual elements of hebrew type, applied to latin letters. We wanted it to look like a hebrew word at the first glance. But then, if you start to read it it turns out to be something else. A combination of two worlds.
The cover art work was supposed to tell a metaphorical story about the Jewish odyssee: The Jewdyssee.