The Yamaniyah Beach is part of the Aqaba Marine Reserve, managed by the Aqaba Development Corporation ADC, and is the largest remaining public beach in Aqaba and all of Jordan. Its large seafront is home to protected coral reefs and it provides free beach access and facilities to locals and visitors alike. The Yamaniyah brand is designed to reflect the “happy beach vibes” and “speak the beach language”. Additionally, the brand also serves the Yamaniyah Business District overlooking and connected to the beach.

Inspiration

The logo started with the shape of a wave, and how the Arabic letters of the name يمنية can actually form a wave in their most abstract state. The logo was made more playful by undulating the waves and adding color to make a memorable logomark for the Yamaniyah Beach & Business District.

Brand Design

We designed the complete brand including: the logo, color system, typography, tone of voice, look and feel and imagery style, branding application and a complete signage system.

Signage System Design

Our mandate included creating a signage system for the beach that “speaks the beach language” and a more formal one for the business district while keeping the same spirit and ethos of the brand.  We designed a fun wayfinding system for the beach consisting of surf boards, photo opportunity picture frames, shadow signs and ‘feel good’ posters throughout the beach.  For the business district we designed site directory totems and a fully integrated signage system consistent with the brand guidelines.

This project was done in collaboration with Bitar Consultants – a leading architectural and engineering consulting firm in Jordan.