Al AmanahProposed brand look & feel

Objective

To revive Amana’s brand perception as a vessel for the people’s aspirations and hopes where they can find consensus around a deep meaningful promise. Communicate the active progress happening on the ground, elevate the purpose and permeate every aspects of life in Jeddah. To come up with a set of simple, strong, universal values to support this objective, and a visual language that interprets all these aspects with transparency and integrity.

Challenge

To craft Amanah as brand that not only corrects old perceptions, but actively drives the needed change in the Amana’s mission and action. It’s our aim that people should perceive

“Amanah plays a major

role in every aspect of our growth”

Amanah plays a major role in getting in city Management

The Municipality has an important role in the delivery and management of services, projects and initiatives. Amanah is committed to continiously to provide the strong leadership needed for successful implemention of Jeddah’s vision and Strategic Plan and providing an appropriate management frameworkfor the city.

Amanah plays a major role in providing Transportation and Road Ways

Aims to achieve a balance between the demand for travel and the supply of systems to cater for that demand such as roads, footways and public transport networks. Jeddah has a unique role as the gateway to the Holy Cities of Makkah and Madinah. In this role, the Municipality has a responsibility to accommodate the travel needs not just of our local population but also those of the large number of visitors to the Kingdom.

Amanah plays a major role in maintaining our Environment

Jeddah’s rapid growth has had a significant impact on its natural beauty and resources. Jeddah’s natural environment is a key asset, but much of it has suffered from pollution and degradation. However, with careful planning and investment, Jeddah can once again have a high quality environment which will support the economic and social development of the city.

Amanah plays a major role in creating Open Space & Leisure Facilities

The existing open spaces and leisure facilities in Jeddah are valuable and well-used assets for the city. They contribute to the creation of character and sense of place in the neighbourhoods where they exist, makingthose areas more desirable places to live. Properly designed and maintained open space can also bringwider environmental, health, tourism and economic benefits to the city by improving the image of an area, attract tourists, provide cleaner environments and cater to healthy, active lifestyles.

Amanah plays a major role in reorganizing Unplanned Settlements

Jeddah’s unplanned settlements have evolved into highly complex local communities. Today, the unplannedsettlements offer significant opportunities for the holistic regeneration of some of the Governorate’s mostdeprived areas. The Municipality aims to regenerate unplanned settlements and better integrate them intoJeddah’s mainstream urban fabric and society. The Municipality also aims to prevent the formationof new unplanned settlements and the expansion of existing settlements in order to provide a decent, affordable and appropriate housing.

Amanah plays a major role in promoting Tourism

In order to capitalise on Jeddah’s potential, the Municipality will address challenges by adopting a multi-faceted strategy. This includes upgrading and creating attractions, providing fast, convenient access to and within the city, investing in world class hospitality infrastructure and services, and creating and marketing a unique brand for Jeddah.

Amanah plays a major role in preserving our Culture & Heritage

The Municipality of Jeddah recognises the importance of its unique culture and heritage and will ensurethat the same is valued and preserved. Strategies outlined our role as the gateway to the two Holy citiesand as a meeting place for the Islamic world. Other strategies focus on the need to create strong, integratedand supportive communities in Jeddah and build on existing work in the historic area.

Amanah plays a major role in managing Urban Territory and Land Use

The Municipality’s primary aims are to balance growth of the city with growth in regional centres and develop a compact, efficient and well serviced form for Jeddah city. The Municipality will also work to strengthen our neighbourhoods and regulate the property market by establishing stronger processes for the allocation, release and control of land for development.

Amanah plays a major role in supervising Infrastructures

The Municipality of Jeddah has a role in overseeing the efficient planning, delivery and management ofinfrastructure services in the Governorate. Rapid infrastructure investment in Jeddah is now neededto catch up with current demands and forward planning is required to ensure that projected future growth ismet. The Municipality is working to ensure the reliable delivery of high quality water, electricity, wastewaterand drainage services in the governorate.

Al AmanahThe Color Language

Waterfront

Transparent

Open

Harbor

EnergeticHospitable

Heritage & Modernity

CredibleBlend

Portal

Ambitious

Gateway

Portal

Precise

Engaging

Vibrant Static

Al AmanahVisual Personality

Energetic

Credible

Ambitious

Transparency

Precise

Al AmanahBrand Style

Contemporary Classic

Global Local

Confined Open

Complex Simple