Building a brand story and system for Islamic heritage sites across Makkah and Madina dating back to 632 CE.

1400 years of history

As part of the Saudi National Strategy for Culture, Xische was approached by the Heritage Commission of the Kingdom to articulate the strategy and positioning of Islamic and heritage sites, many of which previously unknown to the world.

We created a bold and refreshing brand strategy and identity system with the aim of honoring the nation’s 1400-year heritage as a international cultural treasure.

CULTURAL SYMBOLOGY

The brand system was rooted in the design ideas of the Heritage Commission established by the Ministry of Culture. We needed a system that was relevant locally, but approachable to international visitors at the same time.

We investigated the catalog of over a thousand sites to classify them into 4 key categories: Prayer sites, battle sites, pact sites and water structures.

Learning from international touristic standards, our system was designed to be culturally rich in symbols, while adopting a scalable and instantly recognizable design language. We worked in consortium with DARP and Partners in Performance to execute the program.

Given the magnitude of implementation across the country, we focused efforts on crafting a system specifically for pilot sites in the cities of Makkah and Medina. This structure was then built into cohesive grids, guidelines and nomenclature for a highly adaptive and scalable solution that would not age or require visual updates based on changing design trends.

ARTIFACTS AND MOTIFs

We developed a complementary, distinctive MODULAR BRAND pattern to unify EVERY site, using elements of Saudi history and Islamic heritage.

We created a dynamic visual language build on a modular grid, making it easy to use and adapt to any format or purpose. The pattern, paired with each sites unique isometric hand-drawn icon, together defined the complete brand language for the Islamic Heritage sites, and serve as a template for future sites. As an integral part of the visual language, we developed different tiles to evoke the Islamic heritage, as well as Saudi artifacts and motifs.

MODERN PICTOGRAMS

We created logotypes and a scalable brand system for the pilot sites.

Comprehensive guidelines for wayfinding, signage, brand communications and merchandise were built for launch and as groundwork for future adaptations.

Find out more about Heritage Commission, the Ministry of Culture and the Vision 2030 here.