The essence of Ma’ale Adumim’s rebranding process is well summarised in the city’s new slogan: “Together, moving up”. The ambiguous slogan (In Hebrew – “Naim” – means both “pleasant” and “moving”) accurately communicates the different layers of this urban brand values: belonging, humanity and ambition.
Moving up, whether physically or spiritually and symboliclly, is a recurring theme in the brand – both in textual messages and in visual language, while in terms of textual messages, a link is made to the theme of upwards on almost every subject and opportunity – “aiming up”, “above what is expected”, “on top of everything else”.
In the brand’s visual language, the theme of “upwards” receives a significant treatment on the two main axes of the language – typography and layout. The headlines font of the brand is Ma’ale Sans, a unique font created especially for the the brand. Beyond addressing the upwards theme in the font’s sloping top, the font was designed in light of the brand’s values, with its straight baselines that give it sense of stability, and its rounded corners that express human softness.
In terms of layout, each branded format is horizontally crossed by diagonal lines that creates a coloured division. The horizontal nature of the diagonal grid also allows the creation of intricate systems of formats, where the diagonal line “continues” from one format to another and creates a playful puzzle that will only be revealed in rare encounters.
The visual language is enriched by a variety of different graphic elements, all are based on simplicity; The graphic elements and patterns are made out of basic geometric shapes such as a circle, a square and a triangle, and the illustrations are made in a naive style – without any small details, and so on.
The essence of Ma’ale Adumim’s rebranding process is well summarised in the city’s new slogan: “Together, moving up”
In the brand’s visual language, the theme of “upwards” receives a significant treatment on the two main axes of the language – typography and layout.
