Petach Tikva’s Cultural District, or ‘Mitcham Hatarbut’, is a large campus holding museums and other cultural institutions in the heart of the city. Our challenge was to create an intriguing and energetic branding that unites institutions and cultural activities of various kinds within one complex, while preserving the uniqueness of each cultural institution in it.

Naming, Branding, Visual Identity, Signage Design

The physical proximity of the complex’s institutions served as inspiration for creating a graphic path that conceptually and physically connects them, allowing for rich experiences that result from a combined visit to different stations within the complex.

The Design Concept: We chose to create a graphic element of the letter “M,” which both corresponds to the Hebrew letter ‘Mem’, and to the city of Petach Tikva historical name as ‘Mother of the Moshavot’. The new “M” incorporates various representations from the cultural fields within the complex, showcasing the dynamic and energetic nature of the entire district.

We integrated the leading graphic element in both the district’s logo and the typographic language used for conveying visual and informative messaging.

Alongside the “M” motif, we also created a set of illustrated symbols in a variety of colors, allowing each institution and its rich content world to have a unique and distinctive presence.