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Brand Style Guide S U M M ER 2026

Table of Contents SECT ION ONE

Visual Brand Logo Evolution .................................... 4 Primary Logo ........................................ 5-6 Tagline ....................................................... 7 Color Palette ......................................... 8-9 Brand Font ............................................. 10-11 SECT ION T WO

Written Brand Vision .......................................................... 13 Mission ....................................................... 14 Values ........................................................ 15 Brand Voice ........................................... 16-19

SECT ION ONE

Visual Brand

Logo Evolution

1976

Primary Logo The primary logo is the core brand mark of the Israel Tennis & Education brand. Consistent use of the logo builds recognition and reinforces a unified ITEC identity across every touchpoint— from digital communications and social media to events, presentations, signage, and printed materials.

Israel Israe Ten

‫כ זי‬ ‫מר‬

Israel Israe Ten

‫כ זי‬ ‫מר‬

Israel Israe Ten

‫ראל‬ ‫ש‬

n te r s

‫י‬

‫כ זי‬ ‫מר‬

‫אל‬ ‫שר ל‬

Israel Te n

‫שר‬

‫זי‬C ‫רכ‬e‫מ‬nters

‫כ זי‬ ‫מר‬

Israel Te n

‫כ זי‬ ‫מר‬

‫זי‬ ‫מרככ זי‬ ‫מרכ זי‬ ‫מר‬

‫שר‬

Israel Te n

‫זי‬ ‫מרככ זי‬ ‫מרכ זי‬ ‫מר‬

Israel Te n

Israel T Israel Teen Israel Ten n

‫ראל‬ Israel Te‫ש‬ n

‫כ זי‬ ‫מר‬

e Israel Ten I s r a el T

‫ר‬ ‫כזי‬

‫כ זי‬ ‫מר‬

‫אל‬ ‫שר ל‬

Israel Te n

‫כ זי‬ ‫מר‬

Israel Te n

Israel T Israel Teen Israel Ten n

‫כ זי‬ ‫מר‬

Israel Te n

‫שר אל‬ ‫ר אל‬

nters Ce

Israel Te n

e Israel Ten I s r a el T

‫מר‬ ‫כזי‬

Israel Te n

‫שר אל‬ ‫ר אל‬

‫י‬

nters Ce

‫ס וה‬ ‫הטני חינוך‬ ‫בי‬ ‫בי‬

‫ש‬

‫ס וה‬ ‫הטניסהוטהניחינו חינוך‬ ‫ך בי בי‬ ‫בי בי בי‬

nis s & Educaotino n&i Educ ati n

‫ר אל‬

F OF O U ION U N DNAD I OTN TA

en I s r a el T

adc n &‫בי‬E&dEu&dcEu tiouac tioaotino‫ה‬ nisnisisn&i‫ך‬sE‫נו‬d ‫חי‬u‫ה‬c‫ו‬an‫ס‬ti‫י‬n‫טנ‬n

‫ר‬ ‫כזי‬ ‫ר‬ ‫כזי‬

‫ש‬

‫ר‬ ‫כזי‬

‫ר אל‬

‫ס וה‬ ‫הטני חינוך‬ ‫בי‬ ‫בי‬

U N D AT I O N

‫וה‬Center ‫ס‬ Standard Logo ‫הטני חינוך‬ Standard Center ‫ בי‬English TopLogo ‫ בי‬English Top ‫הטניס חינוך‬ ‫וה‬ ‫ש‬

nters Centers Centers Ce

‫ש‬ ‫שר אל‬ ‫שר אל‬ ‫ר אל‬

U N D AT I O N

nters Ce‫מ‬ ‫ר‬ ‫כזי‬

‫ש‬ ‫ר אל‬en I s r a el T

nters Ce

‫ש‬

‫ בי‬s & Educatio‫ה‬ ni‫טניס והחינוך‬n

‫ש‬

nters Ce

Foundation ‫ס וה‬u‫ט‬cLogo ‫ה‬ation ‫נוך‬is‫ &חי‬Ed‫ני‬Logo Foundation Dark ‫ בי‬nBackground ‫י‬Dark ‫ ך ב‬Background ‫הטניס והחינו‬

‫ &בי‬Educati nis ‫ס והחינוך‬o‫י‬n‫הטנ‬

‫ש‬

‫ בי בי‬s‫ &בי‬Educa‫ה‬tio‫ה ה‬ ‫וך‬n‫נ‬i‫יטניטניסינו יךנוחיך‬n‫טנ‬ ‫ס וסה וחה וחה‬

‫י‬

‫ר אל‬

nters Ce

& Educatio n nis

nters Centers Centers Ce

cEuadc & E&dEu&d tiouanc tioantio n nisnisnis

‫ר אל‬

Light Background

‫שר‬

‫ש‬

‫שר אל‬ ‫ר אל‬

‫ר אל‬

‫הטניס והחינו‬

U N D AT I O N

F OF O U NUDNAD I OTN ION TA

U N D AT I O N

Foundation & EducaLogo tion Foundation Logo nisBackground Light

nters Ce

‫ש‬

‫הטניס והחינו‬

‫בי‬ ‫ך‬

‫ר אל‬

‫בי‬ ‫ך‬

‫הטניס והחינו‬

‫ש‬ ‫שר אל‬ ‫שר אל‬ ‫ר אל‬

& Educatio n nis

‫בי‬ ‫ך‬

& Educatio n nis

nters Ce

When selecting a logo variation, choose the version that provides the strongest contrast and clearest presentation against the background.

‫ר אל‬

Primary / brandmark Logo

& Educatio n nis

Tagline ITEC’s primary tagline is a concise expression of the impact at the heart of our mission. It connects the opportunities we create for individual children with the stronger communities and future they help build. When used alongside the ITEC logo, the tagline should always appear in its approved format and should never be altered, rearranged, or rewritten. Consistent use helps reinforce a clear and recognizable expression of who we are and what our work makes possible.

HOR I ZON TA L

EMPOWER CHILDREN.

TRANSFORM ISRAEL.

STACK ED

EMPOWER CHILDREN. TRANSFORM ISRAEL.

Color Palette

Open Sky C12 M3 Y0 K0 R218 G236 B253 #DAECFD

Cobalt C73 M54 Y0 K0 R80 G112 B224 #5070E0

Clean Slate C2 M2 Y1 K0 R245 G245 B247 #F5F5F7

Sunbaked C20 M65 Y65 K5 R190 G103 B88 #BE6758

Founder’s Blue C100 M95 Y30 K22 R22 G40 B100 #162864

Colors define a mood and provide character to the brand. Brand colors are just as important to the brand as the logo itself. It is imperative that the same Pantone, CMYK and RGB builds are utilized to maintain visual consistency. Pantone is preferred for most print production or offset print projects. CMYK is preferred for digital press projects. RGB is for digital use.

Tennis Ball C25 M0 Y60 K0 R213 G244 B102 #D5F466

Court Green C83 M40 Y77 K36 R36 G88 B65 #245841

Color Palette When using the ITEC color palette, maintaining the right balance is key. Our primary colors should form the foundation of most designs, while secondary colors are used more selectively to add warmth, energy, contrast, and visual interest. Not every color needs to appear in every application, and using too many colors at once can dilute the strength and consistency of the brand.

P R IM A RY

S EC O NDA RY

Brand Font Polin Sans is ITEC’s primary typeface, selected for its clean, contemporary character and its ability to support communications across languages. Designed as a multiscript type family by Mateusz Machalski and Israeli designer Ben Nathan, Polin Sans includes both Latin and Hebrew scripts, helping create a consistent visual identity across ITEC’s global communications.

P O L IN We believe sport is a powerful vehicle for personal growth We believe sport is a powerful vehicle for personal growth We believe sport is a powerful vehicle for personal growth We believe sport is a powerful vehicle for personal growth We believe sport is a powerful vehicle for personal growth We believe sport is a powerful vehicle for personal growth Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Brand Font For correspondence such as letters and emails, or in applications where Polin Sans is not available, Trebuchet MS should be used as the approved substitute typeface.

T R EBU CHET MS We believe sport is a powerful vehicle for personal growth We believe sport is a powerful vehicle for personal growth Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

SECT ION T WO

Written Brand

Our Vision A vision statement defines the future we want to create. It describes the lasting change we hope to see in the world as a result of our work and gives us a shared destination to work toward. It is aspirational, forward-looking, and serves as the guiding ambition behind everything we do.

ITEC exists to shape a more resilient, inclusive, and hopeful Israeli society — one child at a time — through the transformative power of tennis. We envision a future in which every child, regardless of socioeconomic status, religion, ethnicity, gender, physical ability, or geographic location, has a real opportunity to grow and thrive.

Our Mission A mission statement defines our role in creating the future we envision. It describes what we do, who we serve, and how our work moves us toward that future. It provides a shared sense of purpose across our organization and guides how we bring our vision to life through our work every day.

The Israel Tennis & Education Centers (ITEC) operates at the convergence of tennis, education, and social-impact programming in Israel. We aim to instill a “Champion for Life” drive in the hearts and minds of every child, by making tennis – and the values it teaches – accessible to all. We believe sport is a powerful vehicle for personal growth, equipping children with the physical, emotional, mental, and social resilience needed to succeed in life. We are committed to empowering children from every background and ability, including those facing financial hardship, social marginalization, or geographic isolation. From aspiring champions to underserved youth, every child finds safe, structured, and welcoming environments at our centers where all children can build confidence, learn discipline, cultivate purpose, and feel a true sense of belonging. By expanding access to opportunity for Israel’s children, ITEC helps foster a more inclusive and resilient Israeli society.

Our Values R ES ILIENCE

INCLUSI V ENES S

OP P ORT UN I T Y

Resilience at ITEC is the ability not just to endure challenge, but to grow through it. On the court and in life, this is how children develop into confident, capable individuals.

Inclusiveness at ITEC means removing barriers of geography, background, identity, and financial circumstance, & ensuring that every child is welcomed.

ITEC exists to ensure that a child’s future is not defined by where they were born or what they can afford. At ITEC every child is given the tools to grow, compete, and succeed.

BRAND VOICE Our voice reflects who we are and the future we are working to create for Israel’s children. Whether writing an email to a donor, sharing a child’s story, posting on social media, preparing a grant report, or speaking about our programs, our communications should sound distinctly ITEC: Hopeful • Human • Confident It’s not what you say, but how you say it!

BRAND VOICE

HOP EF UL At ITEC centers across Israel, hope is grounded in possibility. We speak honestly about the challenges children and communities face, but we do not allow those challenges to define them. ITEC exists to shape a more resilient, inclusive, and hopeful Israeli society, one child at a time. Our voice should leave people believing that meaningful change is possible—and that they can be part of it.

In Everyday Communication: Acknowledge challenges while focusing on possibility, resilience, and who children can become—not simply what they have endured.

BRAND VOICE

HUM A N It’s all about the children. Behind every program, statistic, tennis court, and donation is a child building confidence, learning discipline, cultivating purpose, and feeling a true sense of belonging. Our communications should help people feel the mission, not simply understand it. The strongest ITEC stories show transformation through recognizable human moments: a shy child finding his voice, young people from different communities becoming doubles partners, or an alumnus returning to become a coach and role model.

In Everyday Communication: Put people before programs. Use real voices, experiences, and moments to help audiences connect personally with the children, coaches, mentors, and communities behind our work.

BRAND VOICE

C ONFIDENT For 50 years, ITEC has used tennis as a powerful vehicle for personal growth, equipping children with the physical, emotional, mental, and social resilience needed to succeed in life. We have generations of children, coaches, alumni, families, and communities who demonstrate our impact. Our voice should reflect that experience.

In Everyday Communication: Speak proudly about ITEC’s 50-year history. Let our experience, expertise, and results speak for themselves. Use clear language and evidence of impact to demonstrate what ITEC makes possible.

EM P OW ER CH ILDR EN. ST R ENGT HEN ISR A EL.