The building, designed by architect Lifschutz Davidson Sandilands, will open on Finchley Road, London.
The name and identity is a play on Finchley Road’s NW3 postcode, as well as the tiled street signs found in the area.
A JW3 spokesman says that Pentagram was engaged to think about the centre ‘as a place for anyone interested in Jewish life’ and to consider ‘the location and building and to bring Jewish culture up to date’.
Rushworth created the name and identity, as well as the overall strategy and concept, before handing the project over to the client.
The Clore Duffield Foundation and private donors who backed the project had taken inspiration from the global Jewish Community Centres, which are popular in America.
Rushworth says that he was primarily brought in to work on the naming. He says the London centre was originally going to take the JCC name, but that he advised against it as the London centre offers a different type of experience.
‘It’s location and it’s relationship with the local community is the main purpose,’ according to Rushworth who adds, ‘The name is obviously a play on the NW3 postcode, which has a strong Jewish community.
‘There’s a particular type of street signage around the area – black and white ceramic tiles, so we’ve referenced that and the building; Modernist-style architecture which is a big part of the identity.’