In order to promote tourism in Turkey, 2020 was declared the Year of Patara. Patara harbors a richness that is hard to find in the world where history and nature are intertwined. Therefore, it is very difficult to reduce Patara to a single icon. Ogilvy Istanbul created a design system and typography that brought the spirit of Patara to life, symbolizing Patara's historical and cultural richness. The key to the design is the letter P, made up of a combination of illustrations that represent a shore, the Caretta-Caretta, the parliament building, lighthouse, and more.