The Tel Aviv Brand
The Tel Aviv branding process took place in 2007, initiated by the municipality of Tel Aviv-Yafo, in preparation for Tel Aviv’s centennial celebrations. It’s goal was to create a positive and significant shift in the city’s image and to create a connection between the city and its municipality.
The process was conducted with the assistance of McCann Tel Aviv, the designer Baruch Naeh and Touch graphic design studio, and was managed by the municipality’s spokesperson's office and the Tel Aviv centennial administration.
Over 20,000 of the city’s residents participated in selecting the city’s new logo, choosing between two options that were presented on-line. Implementing the new brand The new Tel Aviv brand was implemented in 2009 and was immediately embraced by the residents of the city thanks to the brand's informality and to the fact that the brand itself refers to the city as a whole, and not just to the municipality.
From local to global
With the enhancement of the city’s international marketing, the need arose, in 2013, to make the Tel Aviv brand accessible to international audiences. In 2015, the city’s national and international brands were united, with Tel Aviv’s global branding strategy becoming its local one as well.
Never stop changing
Since the completion of Tel Aviv’s branding process, additional cities in Israel have acknowledged that city branding strengthens a city‘s image, both within its institutions and outwards as perceived by the general public.
Today, Tel Aviv continues to lead the way, upgrading and improving its branding in both the international and Israeli contexts. The “nonstop city” never stops changing.