Tel Aviv’s global brand is an extension of the City’s vision: to position Tel Aviv as one of the world’s 20 leading global cities. This global branding inspired by the 3-gap model by Govers1 and includes:

1. Devising an aspirational strategic vision – Incorporating a sense of place and formulating shared purpose and values based on the local identity of the city of Tel Aviv.
2. Delivering the reputation Tel Aviv deserves – Operationalizing this vision into a strategy that formulates policies, partnerships and actions for Tel Aviv in the global sphere.

The City of Tel Aviv defined its global vision by identifying its « Competitive Identity » – namely innovation as a way of life that manifests itself in the « nonstop » character evident in almost all aspects of the city. This central defining purpose
allows Tel Aviv to shape its image and behaviors in order to allow real actions and substances. In short – Tel Aviv chose not only to ‘brand’ itself through a logo, slogan and advertising campaigns, but in a way that allows us to:

• Increase international engagement and awareness.
• Enhance its reputation.
• Provide renewed sense of purpose and direction.
• Increase coordination and cost-effective partnerships.
• Improve the quality of sector-specific promotions.
• Increase foreign investment, tourism, exports and talent attraction.
• Enhance cultural influence; and devise systems, strategies and structures to put Tel Aviv firmly and permanently in control of its own international image.

« TEL AVIV NONSTOP CITY » is far more than a slogan – it represents a defined and devised strategy that spans all aspects of Tel Aviv as a global player – from citymaking and policy development to actively projecting the way Tel Aviv is perceived by international audiences – devising and communicating an image that allows us to tel Tel Aviv’s story while its being written.
Goals

1. Create a unified set of guidelines for the Tel Aviv brand, to be used by all who take part in marketing the city.
2. Document the citys branding process for future use.
3. Telling Tel Aviv’s story.

The practice of citymaking involves people and communities making their mark on their neighborhoods and cities and helping to create sustainable, inclusive places for all residents. Citymaking makes the difference between a space and a place – a space is a physical demarcation, while a real place draws people, tells a story, reflects a community’s values, and is embedded with meaning. A smart city strategy which uses technology in the service of people is, in short, smart citymaking.
Keeping in mind that the people who live, work in and use our city are our greatest assets, Tel Aviv has formulated a smart city strategy which puts residents and their needs at the center – both in the technologies it has developed, such as the DigiTel Residents Card, as well as in its open data initiatives. The strategy, which is based on transparency, accessibility and active citizen engagement, is in accordance with good citymaking practice.​

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.

Public participation

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.