Re branding Amman: a ‘lived’ city's values, image and identity

Place Branding and Public Diplomacy 
Vol. 9, 1, 49–65
61
(Re)branding Amman 
The chosen brand image uses vibrant colors 
and cartoonish lines to connote contemporary 
Amman. One word that reads ‘ Amman ’ in 
Arabic is placed in a square-like font, which 
was designed especially for the purpose to 
be reminiscent of Amman ’ s cube-shaped 
buildings and skyline. The accent over the 
letter ‘ m ’ resembles a bird, a symbol of 
peace and the dynamism of life in Amman. 
Beauregard and Marpillero-Colomina (2011, 
p. 68) observe that the informality of this 
new brand image conveys the youthfulness 
of Amman ’ s society, yet embraces its ancient 
heritage and, hence, represents Amman as it 
is ‘ perceived and imagined ’ by its residents.