Facade and urban aesthetic standards bodies with a focus on indigenous identity (Case between Motahhari Square to the intersection of proof in Qom)

City branding is one of the important issues in the field of urban management that has been studied extensively in recent years. Branding of cities requires coordinated and coherent efforts to draw a unique city image that is accorded to the expectations of citizens and tourists, which ultimately forms their mental image of the city or place. City managers need to create visual attractions, in the process of brand construction and drawing of the city’s image, they need to draw a unique character for the city. In the other hand, City life is divided into two parts daily and night section, and this issue has the importance of creating the city’s nightlife along the city’s image on the day, so in this area, the lighting of city’s components is of particular importance. In this research, by analytical-descriptive method, after reviewing the topic literature in the field of urban branding in order to determine priorities and relationships between indicators, as well as to determine the effect of lighting of each types of buildings in creating city branding, semi-structured interview with a sample of 23 persons that is consisted of experts in this field, it examines different aspects of the subject. In order to answer the question, which of the types of buildings has a more effective role in nocturnal city branding, eight types of buildings have been investigated separately to examine the impact of lighting. The Kendall’s tau-b test has also been used to analyze the relationship between variables. The analysis suggests that traditional and old buildings, recreational facilities, commercial buildings, and parks have the most impact on urban night-time branding.