Amman, July 2 (Petra) — 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 a festival press release issued on Thursday, 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.

//Petra// AF