EL AL – Jerusalem | 1970s

EL AL – Jerusalem, circa 1970, by Dan Reisinger (1934–2019)

This vibrant poster features a bold, stylised lion in yellow and red, seamlessly integrated into the "E" of the "EL AL" logotype. The lion's mane, rendered in alternating curved red and yellow stripes, adds a sense of motion and visual depth. Set against a deep burgundy background, the minimalist design makes use of strong geometric shapes and a restrained colour palette to create a striking composition. Below the central figure, the word "Jerusalem" is accompanied by a small airplane icon.

Designed around 1970, this poster was part of a series commissioned by EL AL Israel Airlines to promote its international routes. The lion is a well-known emblem of Jerusalem, appearing on the city's official coat of arms. During this period, EL AL was actively expanding its brand identity, with a focus on visually compelling, modernist design.

Dan Reisinger was one of Israel’s most influential graphic designers, known for his clean, conceptual approach to visual communication. Born in Yugoslavia, he immigrated to Israel in 1949 and later studied at the Bezalel Academy of Arts and Design. His career spanned multiple disciplines, from corporate branding to poster design, with clients including the Israeli Air Force, the Maccabiah Games, and global brands like EL AL. In 1998, he was awarded the Israel Prize for his contributions to design.