The logo

The Earth’s Microcosm clover-shaped logo is inspired by a famous medieval map created by Heinrich Bunting (1545-1606). In his map titled "Die ganze Welt in ein Kleberblat” (”The whole world in a cloverleaf”), Bunting shows the three continents of the Old World (Europe, Asia and Africa) divided by the seas, but connected by Jerusalem as the hub of the world. Such representation of Jerusalem was popular in medieval maps. Bunting painted the clover shape as a homage to his hometown, Hannover, the crest of which is the cloverleaf.

In the interpretation of "Israel – Earth’s Microcosm”, the image of Israel as the junction of three continents well demonstrates the diversities that exist as a consequence of this unique location. These cultural and natural treasures are symbolized in the graphic design of the campaign clover logo.

The Slogan

From the point of view of tourism, two main features characterize Israel and its attractions:
1. Israel possesses a remarkable diversity of natural and cultural treasures.
2. Israel is a small country, and all attractions are easily accessible.
While considering the appropriate slogan for the campaign, several ideas came up, such as "ISRAEL – In the palm of your hand”, but then the term "Microcosm” came up, and "Earth’s Microcosm” seemed just right. One may comment that such a slogan is a bit pretentious, but every image prepared for the campaign stabilized the feeling that Israel truely deserves this description.

Bear in mind that, unfortunately, Israel is also Earth’s Microcosm in some disturbing aspects, which are the ones usually seen on the media. You are invited to take a virtual tour of Israel by browsing through the campaign images, and don’t forget that they are only an appetizer for the real experience which is only a few hours’ flight away.