Muss High School Israel refreshes brand as it targets 10,000 students a year

Muss High School Israel has unveiled a new logo, website and brand identity as the Jewish National Fund-USA program looks to expand from its 50-year history into a bigger growth phase. The school says the update supports a goal of reaching 10,000 students annually over the next decade and better reflects its role in shaping Zionist leaders.

Why it matters: - Muss High School Israel is repositioning itself for growth after serving more than 35,000 North American high school students over the past 50 years. - The rebrand is meant to better connect the school’s identity to Jewish National Fund-USA and its broader mission of developing the next generation of Zionist leaders. - The school’s expansion plan calls for attracting 10,000 students annually over the next decade.

What happened: - Muss High School Israel unveiled a refreshed brand identity, including a new logo and website, on Oct. 1, 2026. - The school was formerly known as Alexander Muss High School in Israel. - The updated brand is designed to reflect the program’s evolution and future direction. - Applications are now open for Summer 2027 and the 2027-2028 school year.

The details: - The new logo centers on a modern “M” meant to give Muss a more distinctive visual identity. - The design includes Hebrew lettering to signal the school’s connection to Israel in a contemporary way. - The refreshed identity is intended to show that Muss is more than a study abroad program and is a place where students build lasting relationships and deepen ties to Israel, Judaism and themselves. - The website redesign creates a centralized hub for the program. - The new site includes dedicated pages for different parts of the program and an FAQ section. - The updated site is meant to make it easier for prospective families to understand the program. - Muss offers full semesters, two-month mini-mesters and summer sessions. - The school also offers financial aid through regional grants and Jewish National Fund-USA's $25 million Dream Israel: Teen Travel Initiative.

Between the lines: - The rebrand puts the Muss name front and center, signaling a clearer standalone identity while still tying the school to Jewish National Fund-USA. - The emphasis on a more collegiate look suggests an effort to broaden appeal to families weighing multiple post-high-school or study abroad options. - The messaging also frames the school’s future around alumni continuity, not just enrollment growth. - Rabbi Greg Litcofsky, an alumnus and executive director of recruitment and partnerships, said the brand is meant to bring the community together across generations and reflect where the program is headed. - Sharon Polansky, vice president of marketing at Jewish National Fund-USA, said the new identity was built to capture the energy and transformative power of the Muss experience. - Susan Sacks, board president, said the brand honors the program’s history while representing what it has become today.

What's next: - Muss will use the new branding and website as it works to expand enrollment over the next decade. - The school is now recruiting for its 2027 programs and encouraging families to learn more through its website and admissions email. - More information is available at Muss High School Israel or by email at discover@muss.org.

The bottom line: - Muss High School Israel is modernizing its image to match an ambitious growth strategy while keeping its Israel-focused mission at the center.