Israel Diamond Exchange Unveils First New Logo and Brand Identity in 50 Years
The Israel Diamond Exchange unveils a new logo and brand identity for the first time in 50 years, featuring a geometric diamond replacing its iconic three towers.
The Israel Diamond Exchange is launching a new logo and brand identity for the first time in roughly 50 years. As part of this comprehensive transformation, the three iconic towers that have represented the exchange for decades are being redesigned into a modern geometric diamond shape. This rebranding initiative coincides with a series of strategic moves designed to strengthen the standing of the Israeli exchange within the global diamond industry.
The rebranding follows last week's milestone return of diamond giant De Beers to hold its rough diamond tenders at the exchange for the first time since 2017. This return was facilitated by a newly signed tax agreement with the Israel Tax Authority for the years 2027-2028, engineered to position the country competitively against major diamond hubs in Antwerp and Dubai.
The New Design and Visual Identity
At the center of the updated logo stands a geometric diamond, crafted through the processing and abstraction of the three towers from the previous emblem associated with the exchange complex in Ramat Gan. The vertical lines of the towers have been unified into a minimalist form, maintaining a connection to the historical symbol while granting the exchange a fresh visual identity.
Flanking the diamond on both sides is a geometric shell inspired by the diamond dealer's tweezers, a fundamental tool of the trade. The combination of the diamond and tweezers is designed to express the craftsmanship of diamond cutting alongside the human expertise and experience that underpin the sector. The open shape of the shell completes the design, imbuing it with a sense of movement and progress.
There is a new spirit in the exchange, and now it can be seen from the outside too. Recently, we signed a tax agreement that places us alongside Antwerp and Dubai, and in many metrics ahead of them, and we brought De Beers back to Israel after nearly a decade, said Nissan Zohar, President of the Israel Diamond Exchange.
Boosting Global Competitiveness
The color palette and graphic language are also undergoing a complete overhaul. The new branding relies on deep blue to express stability and reliability, paired with turquoise shades conveying innovation and openness. Alongside these, clean and contemporary typography has been selected, with the new design system to be implemented across communication channels and digital platforms both domestically and globally. The branding was designed by Sporta Digital.
Zohar added: The new logo is the visual expression of this change. The three towers accompanied us for nearly fifty years, and we preserved them inside the diamond. This is how we honor what was built here, while simultaneously signaling to the industry and the world that the Israeli exchange has awakened and intends to lead.
Alongside the visual revamp, the exchange is advancing measures to improve the nation's competitiveness against international trading centers. The tax agreement signed last week with the Israel Tax Authority for 2027-2028 aims to provide dealers with tax liability certainty and eliminate the minimum income floor. Exchange officials note that the arrangement is designed to strengthen Israel's position against Antwerp and Dubai and attract foreign diamond companies to operate locally.
