World Heritage Site Branding

This design uses a clear color scheme, type choice, and a clean and concise logo to create an effective brand for the UNESCO site Petra. The logo design uses two simplified forms, two columns and a supporting lintel to represent the architecture of the site. The unique blend of Hellenistic and Islamic architecture is the main draw to the site, so it is crucial that this architecture is featured on the logo. Placing the iconography of the logo within a solid square format allows the logo to engage with the background information. An example of this is in the cover of the brochure design. Baskerville is a serif typeface and often associated with elegance and antiquity, but is modern enough to be included in a sleek and contemporary design. Avenir Book provides contrast, being a clean and simple san serif typeface. This pairing of the two typefaces was chosen to cater to the academic and adventurous visitors to Petra. The monochromatic color scheme is indicative of the red and pink sandstone in the site's buildings and surrounding landscape. The color scheme and architectural elements reflecting the physical location combined with a hybrid type system create a successful brand for Petra.