Jewish Agency Brandbook - v6

The Jewish Agency for Israel
2018 Brand Book

A brand is much more than a story, a logo, a tagline, or the colors and type you use.
A brand is how all these elements come together to help determine what people feel
and think you are as an organization, company or service.
Our goal is to always portray one entity, one brand and one consistent image to the
outside world for The Jewish Agency for Israel.
This brand book serves that purpose. It’s meant to assist the application of our
brand identity when producing all Jewish Agency communication materials. Whether
through the graphic language we apply or the words we use, staying true to our brand
and remaining consistent is key.
There are hard set rules here. But there are also many elements that serve as a
guide of what something ‘could’ look like. Not all possible variants are included, so
all materials should be checked and approved by The Jewish Agency for Israel’s
marketing department prior to usage.
QUESTIONS / COMMENTS: MARKETING@JAFI.ORG THE JEWISH AGENCY FOR ISRAEL

BRAND BOOK 01
2018 Brand Book
TABLE OF CONTENTS
03 About the Jewish Agency for Israel
10 The Brand
20 Logo and Tagline
28 Typography, Colors and Graphics
42 Visual Identity
52 Sub-Brand and Co-Branding with Partners
57 Photography Styleguide
64 Online Presence
SECTION 01
About The Jewish Agency for Israel

THE JEWISH AGENCY FOR ISRAEL
BRAND BOOK
ABOUT THE JEWISH AGENCY FOR ISRAEL SECTION 01
For over 85 years, our Jewish story has been strengthened by The Jewish Agency
for Israel.
After achieving our initial goal of establishing a secure homeland in Israel for all Jews,
we turned our attention to helping Jews in peril come home. To make Aliyah.
Because as the needs of our people change over the years, so does our response.
Today, too many of us are disconnecting from each other, our land and our shared
heritage at an alarming rate, losing the sense of connection that has bound us together
for millennia.
So today, The Jewish Agency connects Israel, Israelis and the Jewish people
worldwide. We bring Jews to Israel and Israel to Jewish communities, help vulnerable
Israelis, and enable Jews to make Aliyah.
The Jewish Agency works every day to enable Jewish people to meet and get to
know one another. To work and live together for a time. Because we thrive when our
roots are planted in common ground.
More information can be obtained at jewishagency.org.

BRAND BOOK 04
ABOUT THE JEWISH AGENCY FOR ISRAEL SECTION 01
OUR VISION
To ensure that every Jewish person is a part of the Jewish story by connecting them
to each other and to Israel.
OUR MISSION
Our mission today is to do all we can to ensure that every Jewish person feels an
unbreakable bond to one another and to Israel no matter where they are in the world,
so that they can continue to play their critical role in our ongoing Jewish story.
The Jewish Agency is grateful to The Jewish Federations of North America, Keren
Hayesod-UIA, the World Zionist Organization and our major donors around the world
who have partnered with us to help fulfill our mission.

BRAND BOOK 05
MANIFESTO : SHORT VERSION SECTION 01
For thousands of years, we’ve been a people bound together in values and beliefs, in
dreams, in heritage and in destiny.
Our shared traditions, struggles and immense pride in who we are, along with what
we’ve accomplished and contributed to the world, bind us all together and make us
strong. As does our shared dream of a Jewish homeland in Israel.
It’s these bonds that make us feel a part of something. A part of the rich, colorful,
forever evolving Jewish story.
To keep our story going, we need to harness and nurture these bonds. To celebrate
them. To continue to build these lasting bonds with each other. And with Israel.
The Jewish Agency for Israel is here to show what it means to be a part of the incredible
story of our people. We’re here to remind each and every one of us that we’re all
essential threads in the vibrant tapestry of the Jewish story and of Israel.
Only by remaining personally connected will we, the Jewish people, continue to thrive.
Every one of us, together.

BRAND BOOK 06
MANIFESTO : FULL VERSION SECTION 01
Our Jewish story is four thousand years old. surprising one. Today, the threat is ourselves. Losing the The Jewish Agency is best placed to step up to this
And counting. connections, our cultural survival is critically threatened. challenge. With our unique and strong structure and
our dedicated and skilled team, we’re able to offer
For 4,000 years, we’ve been a people bound together in Too many of us are disconnecting from each other, our and implement a wide range of programs and shared
values and beliefs, in dreams, in heritage and in destiny. land and our shared heritage at an alarming rate. In a world experiences that nurture personal connections and lasting
Our shared traditions and struggles and our immense that’s more open and mobile than ever, we’re allowing relationships.
pride in who we are and what we’ve accomplished and ourselves to be absorbed by wherever we are, and many
contributed to the world, bind us all together and make us of us are losing that sense of connection that has bound us Whether it’s making Aliyah possible, or connecting people
strong. And that’s not our only source of strength. together for millennia. If this continues, our very existence in Israel with communities overseas, or caring for our
as a people is in danger. brothers and sisters to honor Herzl’s vision of a model
Our Jewish story is linked, intricately and society in Israel, we bring our fellow Jews together.
inseparably, to Israel. But The Jewish Agency for Israel will not let this
happen. Not on our watch. We enable Jewish people to meet and get to know one
Our shared dream of a Jewish homeland in Israel has another. To work and live together for a time. Because we
made our Jewish bond even stronger. Since the beginning We’re the champions of our Jewish story, as we have been thrive when our roots are planted in common ground.
of time we’ve yearned, dreamed and fought for Israel – for nearly 9 decades. When we achieved our original goal
our Jewish home. of establishing a secure homeland in Israel, we turned our By staying connected, we stay Jewish. And by staying
attention to helping Jews in peril come home. As the needs Jewish, we stay together. We stay strong. And our
It’s these bonds, to each other and to Israel, that tie us of our people continued to change over the years, so did story continues to unfold.
all together, everywhere in the world. They help us to our response.
feel connected. To feel a part of something. A sense of The Jewish Agency is here to instill pride and offer hope.
togetherness and belonging. To feel a part of the Jewish Our Jewish story is strengthened by The To show what it means to be a part of the incredible story
story. Jewish Agency. of our people. We’re here to remind each and every one of
us that we’re all essential threads in the vibrant tapestry of
Within our collective Jewish story are the millions of Preserving our link to one another and to Israel is critical. the Jewish story and of Israel.
stories of each and every Jewish person, from every Our mission today is to do everything we can to ensure
corner of the globe. Our individual experiences, that every Jewish person, no matter where they are in the Only by remaining personally connected will we, the Jewish
aspirations and passions, combined with our shared world, feels an unbreakable bond to one another and to people, continue to thrive.
values, heritage and dreams are what have shaped our Israel so that they continue to play their critical role in our
collective Jewish story of the past, and will continue to ongoing Jewish story. Because, ultimately, what binds us together is our story.
shape it forever more. They’re behind our rich, colorful, And our story is each other.
forever evolving Jewish story. And it’s no small task. Despite our shared heritage, culture
and religion, there’s no single type of Jewish person, so The Jewish Agency for Israel.
But in today’s increasingly open world, our connections there’s no silver bullet solution. Every one of us, together.
are weakening. And the biggest threat to our story is a

BRAND BOOK 07
THE JEWISH AGENCY FOR ISRAEL IN BRIEF SECTION 01
Since 1929, The Jewish Agency for Israel has worked to overcome the biggest HERE’S HOW WE ENSURE THAT EVERY JEWISH PERSON IS A PART OF OUR
challenges facing the Jewish people. The Agency was instrumental in founding and JEWISH STORY:
building the State of Israel and continues to serve as the link between Israel and
Jewish communities everywhere—bringing Jews to Israel and Israel to Jews.
The Jewish Agency confronts the Jewish people’s greatest challenges in every
CONNECT YOUNG JEWS AROUND THE WORLD TO ISRAEL AS A
generation. CORNERSTONE OF THEIR JEWISH IDENTITY THROUGH:
• Immersive Israel experiences
Today the biggest threat is from ourselves. To our Jewish story. The challenges are
• Shlichim (Emissaries)
complex but include:
• Partnerships (P2G), Jewish pluralism and Unity initiatives
• Work with Russian-speaking Jewry
• The growing distance of young Jews around the world, from Israel, from each other.
• The growing distance of young Israelis from the global Jewish family
ALIYAH AND ABSORPTION (RESETTLEMENT AND ACCULTURATION OF JEWS
• The growing social gaps and vulnerable populations in Israel
• Jews at risk in Israel and abroad
IN ISRAEL)
• From free countries (“of choice”)
• From countries where Jews are in distress (“of rescue”)
CONNECT YOUNG ISRAELIS TO THE GLOBAL JEWISH FAMILY AS A

CORNERSTONE OF THEIR JEWISH IDENTITY THROUGH:
• Meaningful encounters with global Jewish peers
• Fostering Jewish leadership
• Harnessing social activism and reviving the ethos that built Israel
SUPPORT VULNERABLE POPULATIONS AND CLOSE SOCIAL GAPS (ACTIVISM,

EMERGENCY RESPONSE)
• In Israel
• Abroad

BRAND BOOK 08
THE JEWISH AGENCY FOR ISRAEL IN BRIEF SECTION 01
HISTORICAL ACHIEVEMENTS
In 1948, we officially founded the State of Israel and The Jewish Agency served as
Israel’s Provisional Government. The Jewish Agency’s Chairman, David Ben-Gurion,
became Israel’s first Prime Minister.
Since 1948, The Jewish Agency for Israel has:
• Helped more than 3 million Jews around the world, including Holocaust survivors
and Jews at risk, find a safe-haven and new life in Israel, through Aliyah.
• Created many essential Israeli institutions including EL AL, Mekorot, the Tel Aviv
Port and more.
• Integrated millions of Olim into Israel society.
• Built more than 900 communities in Israel.
• Been a first responder with humanitarian aid in each and every crisis that the people
of Israel have endured.
• Promoted Zionism as a key element of Jewish education to ensure a stronger
Jewish future.
The Jewish Agency works in more than 500 Jewish communities around the world
and in Israel to secure the Jewish future for generations. We have the experience, the
capacity, and the global partners to confront collective challenges and leverage these
partnerships to rediscover a united sense of Jewish purpose.

BRAND BOOK 09
SECTION 02
The Brand
BRAND BOOK
THE JEWISH AGENCY BRAND SECTION 02
Our brand is an incredibly valuable asset. It’s the story we tell the outside world about
who we are and the impression we want to make. It’s our promise to everyone who
engages with us about what we do, how we do it and why. Every employee, every
interaction, every sign, every email is a chance to send a message about what The
Jewish Agency stands for.
When our name and our work have positive connotations, it helps us attract people
who care about Israel and the Jewish people. It enables us to recruit the best and
brightest employees and ultimately raise the money we need to start new programs
and grow existing ones.
The Jewish Agency’s corporate identity is much more than just a logo – a lot more.
It’s our voice…our personality…it influences how those around us view The Jewish
Agency and our work around the world. It colors how they feel about our existing
programs and the decisions we make to launch new ones.
In order to maintain a consistent and unified brand with limited financial resources,
we need to be disciplined with our communications as an organization.

BRAND BOOK 11
WHAT’S A BRAND POSITION? BRAND PROOF

It’s the “big idea” that differentiates us out there in the market place. It’s the thing we The proof of the positioning is in the facts. The Jewish Agency:
want our audience to think when they hear our name, interact with us or see our logo.
• Creates programs especially for connecting people
• Represents every spectrum of Jewish society
OUR BRAND POSITION • Has people and operations worldwide
The Jewish Agency for Israel is the largest Jewish non-profit organization in the world. • Works hand in hand with the Israeli Government
For over 85 years we’ve been acting to make sure every Jewish person, everywhere in
the world, is a part of our Jewish story. We do so by confronting the critical challenges
in every generation and by serving as the primary, active connection between the ONLY THE JEWISH AGENCY CAN SAY ALL OF THE ABOVE.
global Jewish family and Israel.
OUR BRAND ASPIRATION

As Jews, we’re never alone. In fact, our story is one of connection and intersection.
Our narrative blends and weaves us all together. Boldly, colorfully, and with purpose.
That’s because every Jew is an essential thread in the vibrant tapestry of the Jewish
story and of Israel.
OUR BRAND PROMISE

The Jewish Agency for Israel is here to keep us together and keep us connected. To
one another, and to Israel.

BRAND BOOK 12
BRAND ATTRIBUTES
Every time you interact with someone, you come away with an impression. It’s either
good or bad or somewhere in between. Brands operate in the same way and a strong
brand is one that creates those good feelings in people who encounter it. We want
people to come away with a great impression and remember us and what we stand for.
OUR BRAND VALUES

We have a strong sense of commitment.
We have a deep care for and belief in relationships.
We believe in making a difference.
We believe in the collective.
OUR BRAND PERSONALITY

We’re optimistic—even when things might look bleak, when the situation is hard,
when our people are scattered, and when the world around us isn’t exactly supportive
—we still believe in the goodness of people and in a positive future.
We’re determined—bringing Jews home from the ends of the earth, reaching the
smallest communities and insisting on talking to the most skeptical people. We’ll do
whatever it takes.
We’re passionate. We have a love for all things Jewish and Israel.
We’re knowledgeable. Nobody has the knowledge that we have and that comes from
our immense experience.
We have a great sense of pride in what do and what we stand for.
We’re straight talkers.

BRAND BOOK 13
HOW WE SPEAK SECTION 02
OUR TONE OF VOICE BRAND HEADLINES

It’s a critical part of how we express our brand. Our voice is our personality. It may The Jewish Agency for Israel tone is informative, intelligent, honest, emotional and
vary slightly in different deliverables and situations, but ultimately, we should always inspiring. ‘Every one of us, together.’ represents all of the above. As such, our brand
come across like The Jewish Agency for Israel. headlines shouldn’t be dry, cold and corporate, but rather, easily understood and felt.
Regardless of the audience, all of our written communications should strive to be two Some examples:
things:
Connecting the future of our people to their past.
CLEAR
How do we ensure that every Jew is part of the Jewish story? Together.
We can best serve our audience and allow our brand to stand out simply by
communicating clearly. So wherever possible, keep it simple. Provide concise
Every Jew with Israel under their feet should have a roof over their head.
information and don’t throw in everything and the kitchen sink. Talk directly and
wherever possible, at eye level.
By staying connected, we stay Jewish. And by staying Jewish, we stay together.
HUMAN Our story is each other.

This should go without saying, but it doesn’t always: talk like a person. Avoid jargon
and reject dull corporate language. Stay away from the overly formal tone that people We don’t avoid dangerous places. Because that’s where we’re needed most.
tend to slip into when they go into “writing mode.” Write with emotion, intelligence
and your humanity. Keep it meaningful. A Jewish person needn’t live in Israel to be connected to it.
WE ARE AND SHOULD SOUND When you come to Israel, a part of you never really leaves.
Intelligent
Open minds. Open hearts. Open arms.
Emotional
How do we support them? In every way we can.
Responsible
Shlichut doesn’t end when the Shaliach comes home.
Concerned
MASA can last a few weeks to a year. But in a way, it lasts forever.

BRAND BOOK 14
THE RIGHT WAY TO WRITE SECTION 02
COPY
When writing in English, treat Hebrew words with a capital letter.
Olim
Shlichim
Mechinot
When writing in Hebrew, treat program names with “ “
“‫”שותפות ביחד‬
“‫”פותחים עתיד‬
“‫”כנפיים‬
When providing a translation/explanation of a Hebrew word in English, use parentheses

after the Hebrew word.
Shlichim (emissaries)
Mechniot (pre-army academies)
For headlines, always use proper grammar. So, for example, headlines must end
with a period.
Our Jewish story is four thousand years old. And counting.

Our Jewish story is linked, intricately and inseparably, to Israel.
Use contractions, and keep the tone informal. Instead of ‘we have...’, ‘we are...’, ‘it is...’,
‘they do not...’, etc. use:
We’ve.... we’re..... it’s.... they don’t... etc.

BRAND BOOK 15
OUR NAME SECTION 02
THE JEWISH AGENCY FOR ISRAEL OUR NAME IN WRITTEN FORM

In English, we’ve added the word “The” to the beginning of our official name. Sure, When writing our corporate name, your first usage should always appear in full: “The Jewish
it’s a small word, but it makes a big statement. There are lots of organizations doing Agency for Israel”. Your second mention should be “The Jewish Agency”. Make sure that
important work for Israel and the Jewish people. But we are THE Jewish Agency for the “The” has a capital T. Subsequent uses can be either “The Jewish Agency” or “The
Israel. Agency”.
WE’RE NOT JAFI

Shmulik Levy, Marketing Content Manager for The Jewish Agency for Israel, asked that
Whenever you refer to The Jewish Agency verbally (for press or public attribution) all employees follow the brand guidelines in order to maximize value for the organization.
or in writing, please follow these rules: The Jewish Agency will benefit from this consistent usage. The Agency....
• Our name must always appear as The Jewish Agency with a capitalized “T”.
• When The Jewish Agency appears in text but not as part of the logo, it should be
typeset in the font of the rest of the document, not the logo font.
LINKING ORGANIZATIONAL NAMES TO THE JEWISH AGENCY
Whenever a program of The Jewish Agency appears in writing (including on websites,
emails, flyers, t-shirts, giveaways, etc.), its first appearance MUST be written in the
following format:
Nativ, a program of The Jewish Agency for Israel.

BRAND BOOK 16
STAFF TITLES SECTION 02
Staff titles used publicly should not confuse people as to the organization for which
the employee works. In all cases: business cards, email signatures, and other public
uses, titles should read in a specific way.
INCORRECT USAGE:
Shmulik Levy, Director, Program Name
CORRECT USAGE:
Shmulik Levy, Director, Program Name,


BRAND BOOK 17
NAMING SECTION 02
As a dynamic global organization, The Jewish Agency frequently develops and

launches new programs and partnerships. While a new endeavor may need its own
name, The Jewish Agency name is also an important asset, so when we name new
programs, we should make sure that they support our strategic goal of promoting The
Jewish Agency as a recognized and respected brand. This is important for perception
and for fundraising. Too many people are familiar with the amazing programs that we
run but don’t necessarily know that they’re a part of The Jewish Agency.
We should name our programs descriptively and clearly to make it easy for people
to understand what the program does and that it’s a program of The Jewish Agency.
A strong name usually takes 4 to 6 weeks to create. This process includes strategy
development, brainstorming, and legal clearance. If you’re launching a new program
or thinking of changing the name of an existing one, please reach out early in the
naming process to: marketing@jafi.org
THE JEWISH AGENCY FOR ISRAEL + DESCRIPTIVE NAME
EXAMPLE:
The Jewish Agency for Israel, FSU Summer Camp.

BRAND BOOK 18
SHLICHIM TITLES SECTION 02
The Jewish Agency for Israel trains hundreds of Shlichim to bring Israel to campuses,
camps, and Federations. Our Shlichim bring a variety of skills, expertise, innovation,
and energy to the communities they operate in around the world. In addition to being
enthusiastic, vibrant, and talented Israelis, these Shlichim are the face of The Jewish
Agency everywhere they go, and they impart an enormous value to our overall brand.
A Shaliach should always refer to himslef/herself verbally and in any written format in
only the following way.
INCORRECT USAGE:
Shmulik Levy, JAFI Shaliach to (Org. Name)
Shmulik Levy, the (Org. Name) Shaliach
Shmulik Levy, (Org. Name’s) Israel Shaliach
Shmulik Levy, Jewish Agency (Org. Name) Shaliach
CORRECT USAGE:
Shmulik Levy, The Jewish Agency for Israel, Shaliach to (Org. Name).

BRAND BOOK 19
SECTION 03
Logo and Tagline

BRAND BOOK
TAGLINE SECTION 03
The Jewish Agency for Israel’s tagline is a summation and expression of what we
stand for—it is the essence of who we are, what we do, and how we do it and was
born directly from the manifesto.
Our tagline is decidedly to the point and straightforward. Whilst compelling and
inspiring, it evokes not only our purpose but also a call to action. Including the tagline
in our communications, where appropriate, will help inform and remind our various
audiences of The Jewish Agency’s brand promise.
ENGLISH
HEBREW
.‫ יחד‬,‫כל אחד מאיתנו‬

BRAND BOOK 21
LOGO SECTION 03
Our logo is the embodiment of The Jewish Agency brand. It

is the face of The Jewish Agency for Israel.
It’s very important to use our logo consistently to make our

brand more recognizable and to strengthen our presence in
the community. It should be prominently displayed on every
digital and printed publication or message from The Jewish
Agency according to a few simple rules:
Our logo should always appear with the tagline when used at
large, legible sizes.
If the logo is being displayed smaller than 2” wide, the logo

should not include the tagline.
The English version of the tagline is not to be used in Israel.
All use of The Jewish Agency logo must be reviewed and

approved by the marketing unit prior to the production of any
materials.

BRAND BOOK 22
LOGO SPACING SECTION 03
The Jewish Agency for Israel logo is comprised of both an

icon and a wordmark. The two must never be separated or
altered in any way, unless in some cases, in the digital space. Y
1/2 X
1/2 X
The illustration shows the alignment and necessary space
1/2 X
1/2 X
around the logo when used without our tagline. X is the full
height of the icon, and Y is the space between the icon and
the wordmark. The overall rule is that a white or empty space Y
of 1/2X is required around the outer limits of the logo. X X
For the logo with tagline, the same overall spacing rules apply.
When the logo and tagline are used in languages other than
1/2 X
1/2 X
English, the tagline must also never extend past the “yud”.
The font size can be reduced to make it fit. (The height of the 1/2 X
1/2 X
tagline is less critical.)
Y
1/2 X
1/2 X
1/2 X
1/2 X Y
X X
1/2 X
1/2 X
1/2 X
1/2 X

BRAND BOOK 23
LOGO - MULTILINGUAL SECTION 03
Many of our materials are now being created in languages

other than English, including Hebrew, Portuguese, Spanish,
French, and Russian. SPANISH HEBREW
These are the appropriate logos for use in the countries where
these languages are spoken primarily.
(In the Former Soviet Union, the English/Hebrew logo is used).
PORTUGUESE FRENCH

BRAND BOOK 24
LOGO - EXECEPTIONS TO THE RULE SECTION 03
There are some unavoidable situations in the digital

environment where our logo does not work in its entirety and
we’ll allow the icon to stand on its own.
a) b)
However, if the icon is used on its own, somewhere else on

the page, in close proximity, must be our entire logo.
For social media profile images (a), the negative “knocked

out” version on either of our blues is most impactful. If the
page/site is for a specific program (b), it should adopt the
program category color (details on page 33).
As we enter into new social networks, the marketing unit

should be brought into the conversation from the beginning
in order to properly strategize our presence.
Jewish Agency

BRAND BOOK 25
LOGO - PROPER USAGE SECTION 03
Whenever possible, a logo should appear in color on a white

or light background in order to provide optimal contrast and
visibility.
When there’s a dark background, whether color, pattern or

photography, the white version should be used.
Another option for white or light background, including

photography, is the gray version.

BRAND BOOK 26
LOGO - PROPER USAGE SECTION 03
You should never change the logo’s color, remove the icon
from the wordmark, blur, squeeze, rotate, redraw, compress,
condense, distort, or otherwise alter our logo in any way
that’s not outlined in this book.
DON’T STRETCH DON’T SQUISH NO SHADOWS
The icon must never be used alone unless it’s subdued as
a watermarked background image or in social media profile
images. If used as a watermarked image, it should never
interfere with the weave pattern.
Consider the icon and wordmark inseparable. Any altered

usage of our logo must be pre-approved by our marketing DON’T REMOVE ICON POOR CONTRAST ON IMAGES
DON’T ROTATE
unit.
NO BORDERS DON’T CHANGE COLORS POOR CONTRAST ON SOLID COLORS
DON’T ADD TEXT DON’T CHANGE SIZE NO OLD LOGOS

PROPORTIONS OR MOVE ICON
www.jewishagency.org

BRAND BOOK 27
SECTION 04
Typography, Colors and Graphics

BRAND BOOK
TYPOGRAPHY - PROFESSIONAL USE SECTION 04
Our logo is made up of two typefaces: The Sans Extra Bold PRIMARY FONTS Helvetica Neue LT Std 55 Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ
(English) and Narkiss New MF Bold (Hebrew), and the tagline abcdefghijklmnopqrstuvwxyz
123456789
is in Helvetica Neue Bold.
However, we’re using different fonts in the creation of

Helvetica Neue LT Std 75 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ
materials. The Primary font is Helvetica Neue LT Std, and the abcdefghijklmnopqrstuvwxyz
Secondary font is Trade Gothic. For Hebrew, we use Narkiss 123456789
New MF, and Protocol MF.
As a rule of thumb, bolder weights should be used for Helvetica Neue LT Std 95 Black ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
headlines, and lighter weights should be used for body copy. 123456789
These fonts are to be used only by design professionals.

SECONDARY FONTS Trade Gothic Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ
123456789
Trade Gothic Bold Condensed No.18 ABCDEFGHIJKLMNOPQRSTUVWXYZ

123456789
Trade Gothic Bold Condensed No.20 ABCDEFGHIJKLMNOPQRSTUVWXYZ

123456789
HEBREW FONTS Narkiss New Black MF ‫אבגדהוזחטיכלמנסעפצקרשת‬

Narkiss New MF Bold ‫אבגדהוזחטיכלמנסעפצקרשת‬
Narkiss New MF Medium ‫אבגדהוזחטיכלמנסעפצקרשת‬
Narkiss New Light MF Regular ‫אבגדהוזחטיכלמנסעפצקרשת‬
Protocol MF Bold ‫בגדהוזחטיכלמנסעפצקרשת‬

Protocol MF Medium ‫אבגדהוזחטיכלמנסעפצקרשת‬

BRAND BOOK 29
TYPOGRAPHY - RULES SECTION 04
HOW TO USE PRIMARY FONTS EXAMPLE OF TYPOGRAPHIC HIERARCHY AND RELATED PROPORTIONS SPECS
HELVETICA NEUE LT STD 95 BLACK
Headline FONT SIZE: 30PT

This font is primarily used for the main headline. Every time, it’s important. LINE HEIGHT: 36PT
KERNING: -20
HELVETICA NEUE LT STD 55 ROMAN
Subhead
FONT SIZE: 14PT
This font can be used as a subhead together with the primary Today, the biggest threat we face comes from a surprising source.
LINE HEIGHT: 16PT
headline font or with the secondary headline font. KERNING: -20
HELVETICA NEUE LT STD 55 ROMAN
Body copy
Every year, more than 1,600 Jewish Agency Shlichim (emissaries) return to Israel having FONT SIZE: 10PT
completed their service.
This is the default font to be used for all body copy. It works LINE HEIGHT: 12PT
with the primary headline font or with the secondary headline
KERNING: 0
font.
HELVETICA NEUE LT STD 75 BOLD

Bold
This font is used for bold copy. Here I have my own room with a bathroom and kitchenette. I’m not lonely because there FONT SIZE: 10PT
are people from Poland, Russia, and Ukraine here.
LINE HEIGHT: 12PT
KERNING: 0

BRAND BOOK 30
TYPOGRAPHY - RULES SECTION 04 - TYPE, COLORS AND GRAPHICS
HOW TO USE SECONDARY FONTS EXAMPLE OF TYPOGRAPHIC HIERARCHY AND RELATED PROPORTIONS SPECS
TRADE GOTHIC LT BOLD CONDENSED NO. 20
HEADLINE FONT SIZE: 20PT

This font may be used for the main headline of each paragraph, EVERY TIME, IT’S IMPORTANT. LINE HEIGHT: 20PT
and for quotes and page information. It must always be KERNING: -20
uppercase.
TRADE GOTHIC LT CONDENSED NO. 18

SUBHEAD
FONT SIZE: 14PT
This font is always used in combination with the secondary TODAY, THE BIGGEST THREAT WE FACE COMES FROM A SURPRISING SOURCE.
headline font. It can also be used for quotes, data and
LINE HEIGHT: 16PT
numbers and page information. It must always be uppercase. KERNING: -20
Body copy TRADE GOTHIC REGULAR
This is an alternative to the primary body copy font. It can Every year, more than 1,600 Jewish Agency Shlichim (emissaries) return to Israel having
completed their service.
FONT SIZE: 10PT
be used when the content is unique and should be treated LINE HEIGHT: 12PT
differently than general body copy and with numbers.
KERNING: 0

BRAND BOOK 31
TYPOGRAPHY - EMPLOYEE USE SECTION 04
The typefaces shown on the previous page are available only PRIMARY FONTS Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ
to the marketing team and design professionals. abcdefghijklmnopqrstuvwxyz
123456789
All other Jewish Agency employees should be using Arial Arial Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ
typefaces for everyday use in letters, proposals, etc. 123456789
Powerpoint presentations should use varying weights of Arial Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ
and nothing else. It’s a standard font on all computers, and is 123456789
legible and clean.
Arial Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ
Arial Hebrew should be used for all Hebrew materials created 123456789
by Jewish Agency employees.
HEBREW FONTS Arial Hebrew ‫אבגדהוזחטיכלמנסעפצקרשת‬

BRAND BOOK 32
COLOR PALETTE SECTION 04
The primary colors shown in our logo are also the primary
colors to be used in our marketing materials. They are based
on the Israeli flag and the color of the Mediterranean along
Israel’s beautiful coastline.
PRIMARY SECONDARY
We have a secondary color as well as an accent color
assigned to each of our program categories. The Program
Categories palette is a way for us to organize the work that
PANTONE 2945C 637C N/A 70K
we do, making it easier to communicate to our audience.
When creating program-specific materials, we must use the

corresponding accent color in addition to our primary color C/M/Y/K 100/75/0/0 65/0/20/0 N/A 0/0/0/70
palette. R/G/B 0/84/166 64/194/207 255/255/255 112/111/111
HEX #0054A6 #40C2CF #FFFFFF #706F6F
The secondary grey color should be used for all copy.
PROGRAM CATEGORIES
CONNECTING CONNECTING SUPPORTING ALIYAH AND

YOUNG JEWS TO YOUNG ISRAELIS TO VULNERABLE ABSORPTION
ISRAEL AND THEIR THE JEWISH PEOPLE POPULATIONS IN
JEWISH IDENTITY AND THEIR JEWISH ISRAEL
IDENTITY
PANTONE 7672C 3278C 804C 179C
C/M/Y/K 91/91/9/2 80/11/66/0 0/40/80/0 0/86/94/0

R/G/B 66/51/130 13/157/117 247/169/65 231/62/27
HEX #413381 #0C9D74 #F7A940 #E63D1B

BRAND BOOK 33
GRAPHICS - HOW THE WEAVE PATTERN WAS MADE SECTION 04
This specific pattern was created by the overlapping of 2

different group of stripes of the same width and length, at a
rotation angle of 45 degrees and -45 degrees.
The result is a group of squares with different colors; the

single square color can be easily edited because each square
is editable.
WEAVE PATTERN
a b a+b=c

BRAND BOOK 34
GRAPHICS - WEAVE PATTERN COLORS SECTION 04
These are the colors used within the pattern. These colors
can be modified in only the following ways:
1. By adjusting the hue and the saturation of the single color

(i.e. blue changes to a darker or lighter version of that blue.)
2. By changing it to a different color from within the palette.
WEAVE PATTERN COLOR PALETTE
* No colors from outside the palette can be used.
* Don’t convert these into Pantone colors.

C91 C78 C84 C59 C73 C27
M58 M27 M44 M0 M25 M4
* This pattern must only be used with an opacity of 100% Y1 Y0 Y0 Y4 Y2 Y6
K0 K0 K0 K0 K0 K0
and with no blending option.
C91 C71 C84 C54 C54 C78

M77 M60 M44 M46 M67 M86
Please contact the marketing team to receive this pattern as Y2 Y0 Y0 Y15 Y16 Y16
an Adobe Illustrator file. K0 K0 K0 K1 K2 K2
C0 C13 C19 C32 C53 C53

M88 M69 M82 M85 M79 M91
Y69 Y30 Y26 Y14 Y14 Y13
K0 K2 K4 K2 K2 K2
C14 C9 C5 C14 C0 C0
M56 M43 M44 M70 M67 M79
Y78 Y80 Y81 Y78 Y96 Y95
K3 K1 K0 K3 K0 K0

BRAND BOOK 35
GRAPHICS - WEAVE PATTERN DO’S SECTION 04
A B C D E
When used on a white When used on photography When used in a clipping mask, The pattern can be resized if On large surfaces the pattern
background, the pattern must and treated as an overlay, the it’s important to show the part needed, but you must respect can be rotated or duplicated.
be included in a clipping mask pattern must have an opacity of the pattern where the stripes its proportions. It’s built in order to create a
or in a set shape, but not as a set on “hard light” at 100%. cross each other. The weave super pattern by mirroring the
full pattern. doesn’t need to line up with duplicate element like in the
the center of the shape of the example below.
clipping mask.

BRAND BOOK 36
GRAPHICS - WEAVE PATTERN DON’TS SECTION 04
DON’T CHANGE ONLY THE HEIGHT DON’T CHANGE ONLY THE WIDTH DON’T CHANGE COLORS WITHOUT RESPECTING DON’T ROTATE THE PATTERN DON’T DELETE ELEMENTS (SQUARES)
THE RULES
DON’T USE INDIVIDUAL SQUARES AS GRAPHIC DON’T CHANGE THE TRANSPARENCY DON’T USE ON IMAGES WHEN ITS IN A CLIPPING DON’T RESIZE SINGLE ELEMENTS (SQUARES)
ELEMENTS, EVER. MASK WITHOUT THE RIGHT BLEND MODE

BRAND BOOK 37
GRAPHICS - HOW THE STRIPE OVERLAY PATTERN WAS CREATED SECTION 04
This specific pattern is made by the cross of 2 different

groups of stripes of the same width with a rotation angle of
45 degrees and -45 degrees. All of the stripes have the same
width and the same length before being rotated. a b

BRAND BOOK 38
GRAPHICS - STRIPE OVERLAY PATTERN COLORS SECTION 04
These are the colors used within the pattern. These colors
can be modified in only the following ways:
1. By adjusting the hue and the saturation of the single color

(i.e. blue changes to darker or lighter version of that blue)
2. By changing it to a different color from within the palette.
COLOR PALETTE
* No colors from outside the palette can be used.
* Don’t convert these into Pantone colors.

C100 C91 C82 C67 C100
M100 M77 M76 M86 M30
Y0 Y2 Y0 Y0 Y0
K0 K0 K0 K0 K0
Please contact the marketing team to receive this pattern as
an Adobe Illustrator file.
C100 C67 C33 C0 C0
M56 M2 M5 M10 M100
Y0 Y2 Y8 Y95 Y100
K0 K0 K0 K0 K0
C5 C0 C0
M92 M75 M50
Y65 Y100 Y100
K1 K0 K0

BRAND BOOK 39
GRAPHICS - HOW AND WHERE TO USE THE STRIPE OVERLAY SECTION 04
This pattern is used exclusively as an overlay treatment on EXAMPLE

images. Individual stripes are placed on top of the photograph,
and treated with the opacity effect “hard light”, and a level of
40%. Multiple stripes can be used, overlapping as desired,
creating the weave effect.
Use the stripes to frame an individuals face, keeping to the

outer edges of the image.
Choose complimentary and aesthetic colors that work best

with the subject of the image, and the colors of the photograph.

BRAND BOOK 40
GRAPHICS - STRIPE OVERLAY DON’TS SECTION 04
DON’T CHANGE ONLY THE HEIGHT DON’T CHANGE ONLY THE WIDTH DON’T ROTATE DON’T CHANGE COLORS WITHOUT RESPECTING DON’T RESIZE SINGLE ELEMENTS (STRIPES)
RULES
DON’T PUT STRIPES OVER FACES DON’T CHANGE THE TRANSPARENCY DON’T USE TOO MANY STRIPES SIDE BY SIDE DON’T USE LIGHT COLORS ON DARK BACKGROUND

BRAND BOOK 41
SECTION 05
Visual Identity
BRAND BOOK
BUSINESS CARDS SECTION 05
All business cards are printed in two languages. Side 1 is the

employees’ native language and side 2 is always Hebrew.
Only The Jewish Agency Marketing Department can create

stationery for the organization.

BRAND BOOK 43
LETTERHEAD SECTION 05

BRAND BOOK 44
ENVELOPE SECTION 05

BRAND BOOK 45
STATIONERY SUMMARY SECTION 05

BRAND BOOK 46
E-MAIL SIGNATURE SECTION 05
All Jewish Agency employees worldwide should have the

exact same email signature.
If you work in one of our sub-branded units, the program

name should be added in the “Department / Unit” field, and
the logo should be replaced with the appropriate lockup.
Arial Bold 12pt

Arial Regular 9pt
Arial Bold 8pt
Arial Regular 8pt
Arial Regular 8pt
Arial Regular 8pt
Arial Bold 8pt
Logo with color stripe

inserted automatically by IT
Department

BRAND BOOK 47
POWERPOINT SECTION 05

BRAND BOOK 48
PERFORMANCE REPORT SECTION 05

BRAND BOOK 49
POSTERS SECTION 05

BRAND BOOK 50
OTHER EXAMPLES SECTION 05

BRAND BOOK 51
SECTION 06
Sub-Brands and Co-Branding

with Partners
BRAND BOOK
THE JEWISH AGENCY SUB-BRANDS - EXAMPLES OF COLLATERAL SECTION 06
When designing materials for sub-brands, the program’s

branding may take visual precedence but The Jewish Agency
logo lockup must appear.
Any materials not created in-house must be reviewed by our

marketing unit prior to production to ensure proper brand
representation and consistency.
All external vendors must be pre-approved by the marketing

department.

BRAND BOOK 53
THE JEWISH AGENCY SUB-BRANDS - EXAMPLES OF STATIONERY SECTION 06
Stationery for sub-brands must only be created by our

marketing unit. Please note that the same treatment of
branding elements applies to stationery just like that of other
collateral.
All stationery should be bilingual (native language & Hebrew).

BRAND BOOK 54
CO-BRANDING WITH OUR PARTNERS SECTION 06
Partner organizations and communities have played a great

role in our success. The more powerful our brand is, the better
it will serve our partners and affiliated organizations and build
a)
public support for our programs.
There’s an obligation to clarify and promote the partner brand

where appropriate. It’s critical that everyone follow these
guidelines, so that we can continue to strengthen and protect
these relationships.
When producing materials in North America, example (a)

should be used where appropriate.
Example (b) illustrates how The Jewish Agency logo works

with the Government of Israel and Masa: Israel Journey. b)
Example (c) is a group of logos which illustrates the

organizational funders of The Jewish Agency and should
appear with it’s accompanying text.
c)
The Jewish Agency is funded by The Jewish Federations of North America, Keren Hayesod, major Jewish communities
and federations, the International Fellowship of Christians and Jews, foundations and donors from Israel and around the world.

BRAND BOOK 55
SUB-BRANDING AND CO-BRANDING LOGO LOCKUPS SECTION 06
Logo “lockups” have been created to clearly illustrate the

connection between the program and The Jewish Agency.
For materials primarily used in Israel, The Jewish Agency

should appear on the right side of the lockup.
Everywhere else, The Jewish Agency logo should appear on

the left of the lockup. These logo lockups can be downloaded
here.
Please contact marketing@jafi.org to obtain your log-in

information. All logo usage must be approved by the marketing
unit prior to production.

BRAND BOOK 56
SECTION 07
Photography Styleguide
BRAND BOOK
QUESTIONS / COMMENTS: BRANDING@JEWISHAGENCY.ORG THE JEWISH AGENCY FOR ISRAEL

BRAND BOOK 88
HERO PHOTOGRAPHY SECTION 07
Hero photography style focuses purely on beneficiaries

(program participants) and their interaction with their
surrounding environment. These photographs will be used
predominantly with personal stories and interviews in both
print deliverables and on our website. Sometimes the focus
is on individuals and sometimes on groups.

BRAND BOOK 58
GROUP SHOT PHOTOGRAPHY SECTION 07
Group shot photography style focuses on beneficiaries

(program participants) and their interaction with their
surrounding environment and with each other. These
photographs will be used predominantly with program or
event materials, in both print deliverables and on our website.

BRAND BOOK 59
PORTRAITS/HEADSHOTS SECTION 07
KEYWORDS: CONTEXT / INDIVIDUAL / ACTION
TRY TO ENSURE THAT THE INDIVIDUAL YOU’RE SHOOTING

LOOKS NATURAL.
Shots with the subject looking straight into the camera and
posed can often look set up and forced. Interaction with off-
camera people and objects help give the shot a more natural
result.
CONSIDER THE BACKGROUND.

These elements are nearly as important as the individual
within the shot. An interesting background not only gives the
shot a more natural feel, but shows the individual without
cheesy props.
REGARDING THE SUBJECTS CLOTHING.

If possible, speak with the subject prior to a photo shoot and
ask them to wear plain clothing without too many patterns.
Try and crop out any logos or branding that may be on their
clothing. (Unless it’s the logo of a Jewish Agency program.)

BRAND BOOK 60
PORTRAITS/HEADSHOTS SECTION 07
AVOID MUGSHOTS AND CORPORATE HEADSHOTS.

We’re an Agency of doers. We get our hands dirty in the field
and don’t sit behind a desk pushing buttons. Portraits should
convey this. We’ll often need room for type on either side of
the subject.

BRAND BOOK 61
CROPS SECTION 07
KEYWORDS: FLEXIBILITY / SPACE / CLEAR AREA
DIFFERENT CROPS OF THE INDIVIDUAL ARE ESSENTIAL.

Cropping an image too close to the subject can cause issues
when implementing the photography across a multitude of
different formats.
TRY TO INCLUDE CLEAR AREAS WITHIN THE BACKGROUND.

There may be a requirement to run type over the photography,
so uncluttered areas of solid color should be included where
possible.

BRAND BOOK 62
INSTRUCTIONS & RULES SECTION 07
FILE SELECTION
FILE TYPE AND RESOLUTION
The Jewish Agency does not wish to receive every photo taken the day of the shoot.
Photographers are expected to make their own selects and deliver only the best All photos should be taken at the highest possible resolution. Any necessary color correction
photographs taken. Agreed upon quantity of delivered photos to be discussed up to and/or retouching should be completed by the photographer prior to delivery of files to The
a week before the scheduled shoot. Jewish Agency. Photos should be delivered as both high resolution .jpgs as well as RAW.
USAGE RIGHTS FILE DELIVERY

The Jewish Agency for Israel retains unlimited usage rights for all photos delivered. All photos should be delivered to The Jewish Agency within one week of the shoot via FTP,
DVD or web services such as yousendit.com, wetransfer.com or Dropbox.
FILE NAMING
For more information please contact marketing@jafi.org
The Jewish Agency requires a specific file naming convention for all delivered
photographs. Date, Program, Photographer name all must appear in the file name,
separated by underscores.
EXAMPLE:
03_11_13_Partnership2Gether_JasonShelowitz_1.jpg
If the shots are for a specific event, please add it to the file name and abbreviate
the program if necessary:
03_11_13_P2G_CommunityGarden_JasonShelowitz_1.jpg
All photos from one shoot should be placed into a folder with the same name.
EXAMPLE:
03_11_13_Partnership2Gether_JasonShelowitz

BRAND BOOK 63
SECTION 08
Online Presence
BRAND BOOK
QUESTIONS / COMMENTS: BRANDING@JEWISHAGENCY.ORG THE JEWISH AGENCY FOR ISRAEL

BRAND BOOK 88
ONLINE PRESENCE SECTION 08
In addition to the other guidelines we’ve outlined, we have a couple of requirements

for the websites of our partners, our programs, and our subsidiaries.
LINKEDIN
You should:
• Direct visitors to The Jewish Agency’s website for more in-depth information.
• Provide a direct link to www.jewishagency.org from The Jewish Agency logo.
These guidelines apply to our partners’ online presence in all forms and extend to all
pages, profiles, blogs, groups, list serves, or other third party sites managed by staff,
recruiters, or partnering organizations. Banner and online advertising must make it
clear to the viewer which organization is being advertised.
FACEBOOK TWITTER

BRAND BOOK 65
GUIDELINES FOR SOCIAL MEDIA PAGES SECTION 08
The words “The Jewish Agency” (or the equivalent text in other languages) must 1. At least two-thirds of posts must be directly related to the unit, program, or company in
appear in the description a visitor sees when he or she first enters the page. First question or to The Jewish Agency.
mention should always be our full name: “The Jewish Agency for Israel”; following
mentions can be “The Jewish Agency” or “The Agency”. The acronym “JAFI” must 2. Discourse of a political nature should be avoided except for general expressions of
not appear anywhere. support for the State of Israel, for state or governmental bodies, and for Jewish communal
institutions (i.e., a Jewish federation or JCC).
No logos or symbols of any kind should be used except The Jewish Agency logo
as it appears on our Facebook page here. Other approved logos or lockups may be 3. Criticism of Jewish or Israeli organizations, bodies, or figures— including The Jewish
used without explicit permission. If a program is run jointly by The Jewish Agency and Agency, its programs, and its employees—is strictly prohibited.
other organizations (for example, a Shaliach employed by both The Jewish Agency
and the local Jewish community), the other organizations’ logos may be used as long 4. Expressions of support for external companies or bodies should be avoided except for
as The Jewish Agency logo appears as well. companies or bodies that participate in activities of The Jewish Agency (for example, El
Al and StandWithUs, which help run the Ambassadors Program along with The Jewish
Facebook pages are to be updated at least three times a week but no more than Agency).
three times a day (except under exceptional circumstances). Twitter accounts are to
be updated at least five times a week and preferably multiple times a day. 5. Posts of an explicitly anti-Semitic or anti-Israel nature should be erased and the users
who posted them banned within 1 hour of their appearance. If such posts appear on
Shabbat or a Jewish holiday, they should be erased before noon the next day.
6. Social media accounts should not be updated during Jewish holidays (including Shabbat)
or on any day when work is prohibited by Jewish law, except in serious emergencies and
only after receiving explicit permission. Programs and employees of The Jewish Agency
should not post after a holiday begins and before it ends where they are physically located.
For example, a unit of The Jewish Agency based in Israel will follow Israeli Shabbat or
holiday start and end times. Please be sensitive to holiday start and end times wherever
you are.
7. Administrators are expected to abide by the rules and regulations of the network or site
that their account appears on.
8. Photographs or other content that could portray The Jewish Agency, its employees
(administrators included), or its partner organizations in a negative light (for example,
photos from private leisure activities) are not to be posted on pages affiliated with The
Jewish Agency.

BRAND BOOK 66
COOPERATION AND COMPLIANCE SECTION 08
The Jewish Agency may review each program, subsidiary, and partners’ website and
marketing materials at any time to verify compliance with these guidelines.
Partners, programs, and subsidiaries found to be in violation of these guidelines will

receive written notification via email detailing the offenses and will have no more than
seven days to bring materials or websites into compliance.
The Jewish Agency reserves the right to consider all steps, including financial penalties,
that may be taken, if adjustments are not made to the materials accordingly.

BRAND BOOK 67
As we continue to build on our decades of success, it’s
vital that The Jewish Agency name be associated with
positive programs, experiences, and exceptional customer
service.
Faithful adherence to this brand book will help us to build

the strong international brand that we continually aspire
to be.

Jewish Agency Brandbook - v6

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The Jewish Agency for Israel

2018 Brand Book

QUESTIONS / COMMENTS: MARKETING@JAFI.ORG THE JEWISH AGENCY FOR ISRAEL

03 About the Jewish Agency for Israel

20 Logo and Tagline

28 Typography, Colors and Graphics

52 Sub-Brand and Co-Branding with Partners

About The Jewish Agency for Israel

More information can be obtained at jewishagency.org.

QUESTIONS / COMMENTS: MARKETING@JAFI.ORG THE JEWISH AGENCY FOR ISRAEL

QUESTIONS / COMMENTS: MARKETING@JAFI.ORG THE JEWISH AGENCY FOR ISRAEL

Every one of us, together.

QUESTIONS / COMMENTS: MARKETING@JAFI.ORG THE JEWISH AGENCY FOR ISRAEL

QUESTIONS / COMMENTS: MARKETING@JAFI.ORG THE JEWISH AGENCY FOR ISRAEL

CONNECT YOUNG ISRAELIS TO THE GLOBAL JEWISH FAMILY AS A

SUPPORT VULNERABLE POPULATIONS AND CLOSE SOCIAL GAPS (ACTIVISM,

QUESTIONS / COMMENTS: MARKETING@JAFI.ORG THE JEWISH AGENCY FOR ISRAEL

Since 1948, The Jewish Agency for Israel has:

QUESTIONS / COMMENTS: MARKETING@JAFI.ORG THE JEWISH AGENCY FOR ISRAEL

QUESTIONS / COMMENTS: MARKETING@JAFI.ORG THE JEWISH AGENCY FOR ISRAEL

WHAT’S A BRAND POSITION? BRAND PROOF

OUR BRAND ASPIRATION

OUR BRAND PROMISE

QUESTIONS / COMMENTS: MARKETING@JAFI.ORG THE JEWISH AGENCY FOR ISRAEL

OUR BRAND VALUES

OUR BRAND PERSONALITY

We have a great sense of pride in what do and what we stand for.

We’re straight talkers.

QUESTIONS / COMMENTS: MARKETING@JAFI.ORG THE JEWISH AGENCY FOR ISRAEL

OUR TONE OF VOICE BRAND HEADLINES

HUMAN Our story is each other.

QUESTIONS / COMMENTS: MARKETING@JAFI.ORG THE JEWISH AGENCY FOR ISRAEL

When writing in Hebrew, treat program names with “ “

When providing a translation/explanation of a Hebrew word in English, use parentheses

Our Jewish story is four thousand years old. And counting.

We’ve.... we’re..... it’s.... they don’t... etc.

QUESTIONS / COMMENTS: MARKETING@JAFI.ORG THE JEWISH AGENCY FOR ISRAEL

THE JEWISH AGENCY FOR ISRAEL OUR NAME IN WRITTEN FORM

WE’RE NOT JAFI

Nativ, a program of The Jewish Agency for Israel.

QUESTIONS / COMMENTS: MARKETING@JAFI.ORG THE JEWISH AGENCY FOR ISRAEL

Shmulik Levy, Director, Program Name

Shmulik Levy, Director, Program Name,

QUESTIONS / COMMENTS: MARKETING@JAFI.ORG THE JEWISH AGENCY FOR ISRAEL

As a dynamic global organization, The Jewish Agency frequently develops and

THE JEWISH AGENCY FOR ISRAEL + DESCRIPTIVE NAME

The Jewish Agency for Israel, FSU Summer Camp.

QUESTIONS / COMMENTS: MARKETING@JAFI.ORG THE JEWISH AGENCY FOR ISRAEL

Shmulik Levy, JAFI Shaliach to (Org. Name)

Shmulik Levy, the (Org. Name) Shaliach

Shmulik Levy, (Org. Name’s) Israel Shaliach

Shmulik Levy, Jewish Agency (Org. Name) Shaliach

QUESTIONS / COMMENTS: MARKETING@JAFI.ORG THE JEWISH AGENCY FOR ISRAEL

Logo and Tagline

.‫ יחד‬,‫כל אחד מאיתנו‬

QUESTIONS / COMMENTS: MARKETING@JAFI.ORG THE JEWISH AGENCY FOR ISRAEL

Our logo is the embodiment of The Jewish Agency brand. It

It’s very important to use our logo consistently to make our

If the logo is being displayed smaller than 2” wide, the logo

The English version of the tagline is not to be used in Israel.

All use of The Jewish Agency logo must be reviewed and

QUESTIONS / COMMENTS: MARKETING@JAFI.ORG THE JEWISH AGENCY FOR ISRAEL