Founded in 1892, the National Library of Israel is the national body responsible for collecting, preserving and imparting the cultural treasures of Israel. The doors of this distinguished institution are open to a wide range of new audiences, creating value and connecting them to sources of knowledge. With the transition to the new library building, our goal was to map the brand assets, define a vision and purpose, relevant to the digital age.. The significant challenge was how do we mold the ancient and the new into one?
We talked a lot about culture, but quickly realized that this is no museum, but an intellectual square of temporary content, research, hand scripts and music – an active-breathing regional cultural creation. We defined the brand as the meeting point between traditions, religions, sound and image. The brand opportunity arose from the connection between the past and the future, and from there, we drew the creative concept – the rebirth of the Proto-Canaanite script, the first recorded Alphabetic font – the source of today’s written languages. From this rebirth we developed an iconic language that solves the challenge – the connection between past, present and future.