The Sheffer Center, Branding and Digital Conference
The Sheffer Center
The Sheffer Center provides a solution to contemporary difficulties in parenting, relationships and the personal area by means of the Sheffer approach. This is an old-new approach, founded by Yael Elitzur, and based on Alfred Adler’s principles of psychology. It offers a new way of analyzing the situation by altering one’s point of view, and provides a fruitful basis for change and growth.
The approach is based on the fact that a person has free choice. A person may choose how to behave or cope in any given situation and hence all his/her behavior is not based on reason but is target-directed. The approach deals mainly with the person’s unconscious but existential goals. It allows an understanding of the purpose of the behavior through a glimpse “behind the scenes” of what is happening. This is followed by a change in the way the person relates and responds to the situation.
This approach believes that people, including children, have enormous powers and capabilities, and that their ability to put them into practice depends on their will. Nothing determines which values are correct and which are not. It all depends on the person.
Impact through Design
The name “Sheffer Center” rolled off the tongue right from the start. After becoming familiar with the soft and round approach, it was natural to select a font that transmits such flow. Dividing the topics into Parenting, Intimacy and Awareness corresponded with the three dots appearing in the Center’s name in Hebrew.
Precise and correct design creates clarity and focus, as do those three dots. On the one hand, each separate dot symbolizes its own field and world. On the other – the three together create the world in which we conduct ourselves as human beings. The colors were divided, for the sake of good order, among the fields, and are integrated together as three dots in the logo. Engaging in education and helping to present values, attitude and the ability to empower people is, without doubt, the place to create a design impact.
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