in 2020, advertising agency ogilvy istanbul was tasked to create a new branding strategy for turkey’s culture and tourism ministry. the strategy was part of the government’s bid to promote tourism in the country, and at the heart of which, the ministry declared 2020 as the year of patara — an ancient city known for its historical ruins, cultural richness, and stunning natural coastline.

ogilvy istanbul turns places into symbols to promote tourism in turkey designboom

images and videos courtesy of ogilvy istanbul

 

 

when approaching the project, the team at ogilvy istanbul found it too difficult to reduce patara to one single icon. instead, they combined some of the area’s key features into patara’s initial letter.

ogilvy istanbul turns places into symbols to promote tourism in turkey designboom

 

 

the wave on the longest side of the logo represents patara’s magnificent beach. the miraculous journey of the loggerhead sea turtle (caretta caretta) is also immortalized within the design. the remaining logo comprises the ancient lycian parliament building and patara’s lighthouse, which, at 2000 years old, is thought to be the oldest in the world. all these amazing tourist destinations are combined in one contemporary composition.

ogilvy istanbul turns places into symbols to promote tourism in turkey designboom

 

 

the advertising agency didn’t stop with just the logo however, they also curated a special color palette. from the clear blue sea to the blush-colored sunsets, the strategy combines these warm, uplifting shades into enticing images and videos, which would make anyone want to take their next vacation in turkey. 

ogilvy istanbul turns places into symbols to promote tourism in turkey designboom

 

ogilvy istanbul turns places into symbols to promote tourism in turkey designboom

ogilvy istanbul turns places into symbols to promote tourism in turkey designboom

ogilvy istanbul turns places into symbols to promote tourism in turkey designboom

 

ogilvy istanbul turns places into symbols to promote tourism in turkey designboom

ogilvy istanbul turns places into symbols to promote tourism in turkey designboom

ogilvy istanbul turns places into symbols to promote tourism in turkey designboom

ogilvy istanbul turns places into symbols to promote tourism in turkey designboom

 

 

project info:

 

name: patara branding
advertising agency: ogilvy i̇stanbul
client: republic of turkey ministry of culture and tourism
executive creative director: selim ünlüsoy
head of advertising: murat derman
creative group head/art director: mehmet demirel
art director: batuhan bayrak
advertising lead: nazlıgül şentürk
account manager: ceylan sarıgöl

 

designboom has received this project from our ‘DIY submissions‘ feature, where we welcome our readers to submit their own work for publication. see more project submissions from our readers here.

 

edited by: lynne myers | designboom