His Royal Highness Prince Sultan bin Salman bin Abdulaziz, President of SCTH
Cultural Heritage Development Projects
SCTNH's logo was designed as an expression of its identity and reflection of its vision, activities and goals it strives to achieve.
The logo design had passed through several stages, during which it witnessed a campaign and solid drive, like the development of the tourism industry itself. The first was assigning the task to a specialized institution, and then appointing a committee of marketing and advertising experts to understand the organization from within by visiting various parts of the kingdom and close monitoring of the tourism industry. These were but some of the prominent features in the development of this "unique logo".
SCTNH's logo with its expressive colors and symbolic angles does not describe any one idea or a particular activity. A work of art is open to multiple meanings and reading. It goes to describe the entity through bright colors and harmonious expression of a modern organization. The novelty and the spectrum of colors reflect the dynamism and decisiveness, while the curved lines crisscrossing and interconnecting symbolizes the complexity of the tourism industry itself.
SCTNH's logo embodies the principle of partnership between the stakeholders that have been approved by the state in the development of tourism industry. Harmonious lines of the logo converge to form a palm tree (a sign of generosity and hospitality) and a pair of crossing swords demonstrates authority, tradition and heritage. Thus, the logo reflects the singularity and the brevity of an official institution of a modern vibrant Saudi Arabia.
At the same time, the logo symbolizes the colors of a rainbow, and points to the ceremonial and geographical diversity, the wealth of the rich environments and the biodiversity in the Kingdom. Saudi Arabia with its different social customs, heritage and popular cultures in its regions is represented in the logo with thirteen acute angles of a palm. In fact, there are thirteen regions in the Kingdom with attractive tourism activities that are rich and unique.
The method of drawing lines and moving without the return to a central point indicates decentralization of authority in this nascent organization. The spontaneous flow of work without active participation of central hold will eliminates delays and hindrances in the achievement of its progress.
Perhaps the adoption of ‘Zohair’ lines by SCTNH to write the names of regions in the logo, gives a meaningful identity for the organization. Using ‘Zohair’ lines for the main titles of its various publications, confirms Commission's attention to return to Heritage and introspection. Zohair lines converted to contemporary style underscores adherence to the old, at the same time giving it a touch of sophistication and openness.
Zohair lines are found in the oldest Islamic inscriptions, being discovered at the time of valued companions of the Prophet (God bless them) in the Arabian Peninsula. They stem from the authenticity of the Arab Islamic heritage, culturally distinct, thus becoming a milestone for SCTNH to express its identity and authenticity, ensuring theme's openness to multiple readings and connotations.