Mediterranean Myth: from a colonial paradigm into a branding icon.

Objective: The thesis aims to find out how the Mediterranean developed from a negative colonial concept into a robust positive identity that is being employed in branding and advertising for multiple purposes. Problematic: While a great deal of information has been gleaned about the Mediterranean ambiguous identity and its undefined geography, the relationship between the Mediterranean paradigm, its visual culture and branding have been understudied, and the results are inconclusive. Methodology: To achieve our objective we adopted the historical approach, first, to examine the background of the Mediterranean and Branding, which helped us expose their relationship. Additionally, we employed the visual analysis methodology to study three elements: “Maps” to find the ideal location, “Logos” to find the ideal elements and “Posters” to find the ideal themes. Then we used the results in the design process of the logos and visual systems of the association “OpenMed” and its summer school “EuroMed”. Results: Studying the relationship between the Mediterranean, its visual culture and branding disclosed the iconic Mediterranean, which brands involve in the creation of identity myths. Also, we discovered the mistakes that we should avoid when handling designs related to the Mediterranean concept. Contribution: Our findings enrich the theoretical perspective of the Mediterranean visual culture. First, they shed new light on the inter-relationship between branding and the Mediterranean Paradigm. They also extend our knowledge on the contribution of culture in the creation of design works. Third, they provide an integrative framework for understanding the various Mediterranean divisions and perceptions of the Mediterranean Sea pertaining for each group. Keywords: Mediterranean, Myth, Colonialism, Identity, Branding, icon, visual culture.