Andrea Ham

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Old Town Ghadamese

A brand identity for Old Town Ghadames, a UNESCO heritage site is renowned as the "pearl of the desert." Situated in Libya, this ancient pre-Saharan city inspired a branding system that includes a logo mark, business cards, and posters. The design was inspired by the unique architectural and cultural aspects of Ghadames, incorporating its distinctive environmental adaptations and the visual contrast between its building exteriors and interiors.

Process

Project PromptAs a branding identity project, I was tasked with creating a comprehensive brand identity for a UNESCO heritage site. I chose Old Town Ghadames, located in Libya, renowned as one of the most ancient pre-Saharan cities and often celebrated as the "pearl of the desert."

I initiated the process by extensively researching Old Town Ghadames, utilizing both analog and digitial resources to immerse myself in the culture, language, history, and distinct characteristics of Ghadames.

Design Directions1. Architectural Influence: The architecture of Old Town Ghadames, designed to reflect the Saharan environment and the needs of its inhabitants, inspired me. The interplay of light and shadow in the town's alleyways and the unique patterns created by the layered housing arrangements provided a rich concept for the wordmark.

2. Visual Duality: The contrasting visual themes between the exteriors and interiors of Ghadames' buildings were compelling. The exteriors feature sun-dried mud bricks covered in white lime wash, while the interiors boast red walls and textiles, adorned with intricate patterns. This duality became a pivotal aspect of my design.

3. Linguistic Heritage: The use of the Berber language, with its letter forms reflecting geometric shapes similar to those found in the town's windows and interior decorations, offered a unique element to incorporate into the design.

Berber Language forms

Initial Sketches & Digital StudiesThrough multiple iterations, I refined the concept to focus on the unique line and shape system derived from the town’s architectural and interior designs. A significant challenge was determining the balance between complexity and simplicity to achieve an impactful, yet clever design.

Design Palette & SystemThe final color palette was inspired by the predominant colors of Ghadames houses, incorporating red, white, black, and hints of yellow.

Developed a custom typeface based on Organetto-Variable typeface across all branding elements.

Extending the System
Based on the final logo mark, the zigzag line system and geometric patterns were applied to further expand the brand.

Updated May 2025