Jerash: The management of the Jerash Festival for Culture and Arts on Thursday unveiled a new visual identity for its upcoming 40th edition, aimed at modernizing the festival's aesthetic brand while preserving the cultural heritage and national identity it has established over more than four decades.
According to Jordan News Agency, the new design retains the colors of the Jordanian flag as an integral component of the core logo. The primary edition features solid, distinct national colors, complemented by flexible monochromatic black and white variations to ensure visual clarity and seamless integration across various media backgrounds.
The rebranding project aims to adapt the regional cultural festival's historical motifs into a contemporary, versatile design system without altering the core identity embedded in public memory.
The new identity draws inspiration from the classical architectural heritage of the ancient city of Jerash. It refines the historic Roman arches, long-standing symbols of the festival, into a minimalist design, while giving the name "Jerash" greater typographical prominence to optimize digital scalability, printing, and media broadcasting.
The updated design framework adopts a flexible visual architecture that detaches the graphic symbol from the text logotype. This modular layout allows each element to be used independently or in combination across various marketing platforms, ensuring brand consistency in both full-color and single-color applications.
Festival organizers stated that the visual upgrade adapts to shifting digital communication and design standards, allowing the event to engage younger generations while remaining anchored in its authentic roots. The corporate identity aligns with the strategic vision of the 40th edition, celebrating four decades of cultural programming and reinforcing the festival's role in projecting Jordanian culture onto the regional and international stage.