jordan pulse -

The new visual identity for the 40th edition of the Jerash Festival for Culture and Arts reflects a vision centered on developing the festival's visual language to match its cultural status and extended history. It preserves the cultural heritage and national identity that have shaped its prominent presence in the Jordanian and Arab cultural scene for over four decades.
​According to a press release issued by the festival management, the new identity retains the colors of the Jordanian flag as an authentic part of the festival's identity. These are adopted in solid, clear colors in the primary version of the logo, alongside flexible monochromatic versions in white, black, and other variations to ensure clarity and consistency across various uses and backgrounds.
​The development of this identity serves as an extension of the Jerash Festival's journey as one of the most significant cultural festivals in the region. The process reintroduces the traditional visual elements associated with the festival in a more contemporary and flexible manner, without altering the core identity that previous editions have established in cultural memory.
​The new identity draws inspiration from the architectural heritage of the ancient city of Jerash, reformulating the historic arches—one of the festival's most prominent symbols—into a clearer and simpler design. Additionally, the name "Jerash" has been given a greater visual presence as the primary element of the identity, enhancing the logo's clarity and usability across digital platforms, print, and various media outlets.
​Furthermore, the identity adopts a more flexible visual system that separates the visual icon from the text element. This grants each component greater independence in use while maintaining overall structural cohesion. It allows the logo to be utilized in multiple formats suitable for different media, whether in the full multi-colored version or monochromatic formats.
​This new visual identity is designed to keep pace with modern transformations in communication and design tools while safeguarding the symbols deeply tied to the history and cultural status of the Jerash Festival, ensuring it connects with younger generations without losing its authentic characteristics.
​The aligns with the vision of the 40th edition, which celebrates four decades of the Jerash Festival's history. It emphasizes that the festival continues to evolve its tools and messages while holding fast to its essence as a landmark Jordanian event that carries national culture to Arab and international spaces, seamlessly blending authenticity with renewal and cultural heritage with future aspirations.