Amman is getting a new logo in 2009. And all citizens are invited to take part in choosing their favorite design.
The Greater Amman Municipality (GAM) is publishing the above advert in today’s newspapers, inviting everyone to head down to Al Hussein Cultural Center to have a look at an exhibition of a number of options for Amman’s new logo.
So what’s all of this about?
Well, it definitely about more than a “new logo”..
For the past few months, we at SYNTAX have been extremely immersed in the Branding Amman project which we have been honored to have be awarded, after we competed with international and local branding companies in a tender.
This project will result in a new brand for Amman: a new communication identity and a new attitude which is hoped to be embraced by the city and its citizens, first and foremost, but which also will play a role in creating a stronger impression and better communication with the city’s visitors, potential tourism markets and the business sector.
Hundreds of citizens from all walks of life have been interviewed for this project, as we set on a journey that took us through Amman’s hills and history as well as its contemporary reality and its future aspirations. We had the most interesting talks with so many insightful Ammani characters: people who love Amman, but who also are able to critically dissect its identity. We talked to the young and old. We met people from the four corners of Amman. We read the writings of poets, novelists, historians, architects, anthropologists and bloggers.
We took photos. We designed logos. We created typefaces..
Amman is a city that is under-appreciated and under-exposed. Its amazing story of growth from 3000 people a hundred years ago to almost 3,000,000 people today has not been told enough. We discovered that we, Ammanis, hardly know our city. And while Amman’s diversity, contrasts, openness, homeliness, stability, relative ease and its people’s resilience and spirit of initiative (not to mention its unique topography, weather, architecture and nature) can form a vibrant collage and a potentially pioneering “city brand”, there are forces of urban fragmentation, carelessness and weakness of a public spirit that need to be overcome if we want this city to truly fulfill its potential.
Telling Amman’s story, strengthening public space/public transport/public participation, and instilling a “citizen first” attitude in GAM services and communication are the strategic tools that will bring Amman’s city brand to life.
Throughout 2009, GAM will roll out the new logo and visual language across the city. We will see it on buses, on the streets, on buildings, on posters, on trash cans, on uniforms..
But this is not just the logo of GAM, but a new symbol for Amman and Ammanis. It is an icon that can stand for a renewed spirit of public engagement and a rediscovery of Amman’s pioneering urban spirit.
That’s why GAM (and we at SYNTAX) urge you to come down to Al Hussein Cultural Center in Ras al Ain this week and be a part of choosing the new logo for Amman.
So head to downtown now. Take your friends, your kids, your family, your guests and tell us what you think..