Israel Symphony Orchestra
EVERY NOTE
MATTERS
Brand Identity
Foundation of Strategy It's not enough to be good. We need to know what makes us brilliant. It's not enough to be "the opera orchestra." We need to understand how this makes us unbeatable - how it shapes our secret weapon. What Does Being "The Opera Orchestra" Really Mean? It makes us special musicians - not just "regular" players anymore It frees us from fears - even when we're playing non-opera repertoire It transforms us from readers to writers - instead of just following the score, we rewrite it (even if not literally) The Storytelling Model Principle The Golden Rule "It's not about us. It's about the audience." To be the best only at what the audience needs, wants, and can't find anywhere else. What is the Symphony's Single Minded Proposition? To be the Israel Symphony Orchestra Rishon LeZion = to mean every note Brand Story Our Life, Our Music Life is full of temptations to dodge the truth. To live half-lives. To hide what we really wanted to say. Every moment we choose: keep our cards close to our chest, or let it all out? Say it out loud, or keep it in our hearts? Give everything, or hold back? We, the Symphony, believe that every moment that doesn't touch truth - is a lost moment. Especially when it comes to music. We search for the deepest point, the highest peak, the sharpest edge - in every sound, every note. We believe music can reach places that nothing else can reach. That's why we decided to touch souls like no other orchestra can. The Israel Symphony - we say it. We mean every note. Positioning Statement How We Want to Be Remembered The Symphony will be the first orchestra that comes to mind when speaking about true musical intention. While other orchestras play beautifully, with talented and famous conductors - the Symphony will be the one that dares to take one step further, toward the place the composer truly intended. The Symphony always sees a musical phrase as something that must be expressed in full - and our audience will understand that this is exactly what they're looking for. Our Values Who We Really Are Honesty, authenticity & uninhibited expression - real to the very end Courage and audacity - unafraid to go to the edge Emotional intelligence - understanding the musical text to its depths High-level musical skill - true virtuosity Ability to enter the composer's mind - discovering their original intention
A bold rebranding for the Israel Symphony Orchestra Rishon LeZion — where music listens, responds, and ignites.
“What happens between the notes – that’s where the truth lies,” says Dan Ettinger, the orchestra’s principal conductor.
But in this new identity, the music doesn’t just tell a story.
It reacts. It responds. It burns.
Just say it.
Music that plays what words can’t
Dan Ettinger’s silhouette - a central visual motif in the orchestra’s new design - is not just a portrait.
It’s a vessel. It holds fire, emotion, movement, and meaning. It brings to life the idea that if you simply say it - the orchestra will play it.
“It’s not one-directional,” Ettinger explains. “It’s an energetic conversation.”
And that conversation is at the heart of every visual, every sound, every word of this rebrand.
Not just performance. Statement.
This is a visual and emotional language born
from music.
A custom Hebrew typeface was created to express the tension between structure and flame, control and emotion.
Elegant yet intense — these letterforms feel almost like musical notes themselves.
Baruch Naeh’s Manifesto New Branding for the Israel Symphony Orchestra Rishon LeZion New branding for the Israel Symphony Orchestra Rishon LeZion that invites you not just to listen – but to speak. "What happens between the sounds – that's what really happens," says Dan Ettinger, Principal Conductor of the Israel Symphony Orchestra. But in the new branding – the sounds don't just tell a story. They respond. They answer. They say – **just say it**. Playing what cannot be silenced When Dan Ettinger's silhouette – appearing as the leading visual in the new language – contains within it flames, imagery, notes, faces of emotion – it's not just describing a conductor. It illustrates **what happens when someone simply says it – and the music responds**. "It's not one-sided," says Ettinger, "it's an energetic dialogue". And the entire new branding – visual, verbal, musical – operates in exactly this dialogue. Not just playing. Speaking. The design emphasizes: every note – is a response. Every performance – is an emotional reflection. And the typography built especially for this (proudly Hebrew) reinforces the message: Artistic, bold forms, ones that approach a visual soundtrack – reflecting the complexity, warmth, and power of the music. A symphony that doesn't stay on the sidelines With a new visual identity that pushes boundaries, a font born from music, and a presence that seeks not just to speak – but to be spoken to – The Israel Symphony Orchestra Rishon LeZion delivers a clear message: Just say it – and we'll make sure you hear it. We mean every note.
