Osem Investments Ltd is an Israel-based food manufacturer and distributor established in 1946.
The new identity that has been developed for Osem is quite revolutionary. The colours are fresher, as is the wordmark font. The cursive Hebrew, and lower-case English is a move away from the current mechanical logo. It is meant to reflect Osem’s slogan, “It’s good. It’s Osem.”
The clean simple lines and custom handmade letterforms are designed to create the feeling as if someone just jotted it down on a piece of paper. The leaf shape is an homage to the previous logo which has the symbol of a wheat stalk. Before, it was a representation of food and a relation to Israel, where the company originated. Now, the logo still symbolizes food, but more importantly healthy food.
