Urban Design Discourse

The Role of Architectural Physical and Semantic Components in Identity Formation and Urban Branding: A Case Study of Shiraz Quran Gate

Document Type : Original Article

Authors

somaye jamalian 1
Mohammad Parva 1
Tahereh Nasr 2

1 none

2 None

https://doi.org/10.48311/udd.2025.27562
Abstract
Aims: In the current era, the increasing competition among cities to attract tourists and investors has turned urban branding into an inevitable necessity. However, the challenge faced by many cities in preserving urban identity—as the core element of branding—is evident. This study aims to analyze the impact of the architecture and identity of urban gateways on the formation of audiences’ mental imagery and the strengthening of urban branding, using the case study of the "Darvazeh Quran of Shiraz".
Materials and Methods: This descriptive-analytical research employed both qualitative and quantitative methods. Data were collected through documentary studies and surveys, and the responses from questionnaires were analyzed using statistical techniques.
Findings: The findings indicate that well-designed urban gateways, considering the factors of quality, functionality, and context, can significantly contribute to branding. The Quran Gate in Shiraz, with its strategic location, iconic form, and harmony with natural and historical surroundings, has become one of the key symbols of identity and branding for the city. This gateway, by creating collective memories and positive mental images, has not only strengthened the sense of belonging but also played a pivotal role in enhancing the city's status.
 

Keywords

Identity
Entrance Architecture
Urban Branding
Mental Image
Quran Gate of Shiraz

  • Receive Date 21 February 2025
  • Accept Date 10 May 2025
  • First Publish Date 01 October 2025
  • Publish Date 22 November 2025

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