“One day Shmuel Shai came to my studio and told me he had an important client who was opening a ‘ballet-theater’. He introduced me to Batsheva de Rothschild who asked me to design a poster for the Company’s first performance. I suggested preparing a poster that would be useful for a long period of time, and not just once, and that’s how I created the poster with the abstract image of free motion on top, and below an empty space for a changing text, and varying performance dates. The Company used the poster for many years. To my question, whether the Company had a logo, Batsheva answered that nobody succeeded in designing her a symbol, and because I spotted her as someone who was open for unorthodox solutions, I immediately drew the letter “ב” and added a line that turned the letter “ב”into the number 7. From this sketch I developed the Company’s first symbol. The logo and poster are an expression of a lightness-duality that is achieved through hard, long-term work, like dance itself. They both speak the language of calligraphic immediacy.”
Dan Reisinger, Designer, designed the first Company poster in 1964, and both logos which were use until recently.