Isrotel
Rebranding Israel’s Leading Hotel Chain
Rebranding Israel’s Leading Hotel Chain
Basman Tenenbaum Branding & Design has been working with the Isrotel chain since the opening of its first hotel, King Solomon in Eilat, in 1984. The chain’s original logo—created by a London-based studio prior to our involvement—featured a wave and sun forming the letter “i,” the first letter of “Isrotel,” symbolizing a seaside vacation.
In 2011, with the opening of the Beresheet Hotel, Isrotel launched the Exclusive Collection, a new line offering a more luxurious and distinctive hospitality experience. Today, this collection includes six additional hotels: Cramim, Carmel Forest, Orient, Mitzpe Hayamim, and the Royal Beach hotels.
Now, Isrotel is undergoing a period of significant growth and transformation. What began as a chain of Eilat hotels is evolving into a national brand offering diverse vacation experiences. In the coming years, many new Isrotel hotels will open in Tel Aviv, and the customer base will expand beyond Israelis to include international tourists.
The rebranding process begins with a redesign of the primary logo and extends across the entire brand architecture.
Basman Tenenbaum Branding & Design has been working with the Isrotel chain since the opening of its first hotel, King Solomon in Eilat, in 1984. The chain’s original logo—created by a London-based studio prior to our involvement—featured a wave and sun forming the letter “i,” the first letter of “Isrotel,” symbolizing a seaside vacation.
In 2011, with the opening of the Beresheet Hotel, Isrotel launched the Exclusive Collection, a new line offering a more luxurious and distinctive hospitality experience. Today, this collection includes six additional hotels: Cramim, Carmel Forest, Orient, Mitzpe Hayamim, and the Royal Beach hotels.
Now, Isrotel is undergoing a period of significant growth and transformation. What began as a chain of Eilat hotels is evolving into a national brand offering diverse vacation experiences. In the coming years, many new Isrotel hotels will open in Tel Aviv, and the customer base will expand beyond Israelis to include international tourists.
The rebranding process begins with a redesign of the primary logo and extends across the entire brand architecture.
We chose to part ways with the old “wave” symbol, which represented a specific kind of beachside vacation. Today, Isrotel’s future lies in offering a broader spectrum of experiences—family getaways, romantic retreats, business stays, urban escapes, and luxury vacations.
The new Isrotel logo features the name in English, with the Hebrew “Isrotel” placed below. We updated the blue tone to feel fresher, while maintaining the brand’s identity as a proud Israeli-Zionist company. Designed as a dynamic logo, it flexibly adapts in shape and color to integrate seamlessly with the various hotels and brand segments.
We reorganized the chain’s hotels into three distinct segments, each representing a different type of vacation experience. Each segment is defined by its own leading color for clarity and consistency across the brand.
A diverse range of resort hotels tailored to every vacation style and budget. The signature blue line represents the high standard and trusted quality of the Isrotel brand.
Isrotel’s luxury line offers the highest standard of hospitality, delivering a refined and exceptional guest experience. The Exclusive Collection is defined by a black brand line, while each hotel within the collection is distinguished by its own unique accent color.
The chain’s new gray line represents a collection of hotels that offer a contemporary, design-led experience. Each hotel is located in a prime urban setting, close to cultural landmarks, entertainment venues, and key travel hubs.
As part of the rebranding process, we redesigned the exterior signage for all hotels in the chain. Each hotel entrance now features a square sign in the segment’s designated color, displaying the hotel’s name. In addition, new illuminated signs were installed atop the buildings—designed by us and produced by Rothschild Signs.
Isrotel’s customer club offers members exclusive benefits, including special rates, discounts during their stay, and a variety of surprises designed to enhance every visit.
