Grand Egyptian Museum Corporate Identity by Rana Gaber

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DESIGN DETAILS
DESIGN NAME:
Grand Egyptian Museum

PRIMARY FUNCTION:
Corporate Identity

INSPIRATION:
The Grand Egyptian Museum hosts the most prominent collection of ancient Egyptian artifacts, dating back to various historical epochs. Developing a visual identity posed a great challenge; to represent the gravitas of the history while maintaining a modern and fresh look. The research and exploration process led to a rich identity inspired by the basic shapes of ancient Egyptian alphabets hieroglyphs. I incorporated hieroglyphs in the logotype and the signage system to invoke the ancient Egyptian culture and style. The viewer familiarizes with hieroglyphs without feeling foreign

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
While maintaining the use of ancient Egyptian design aesthetics as an inspiration, a logo was created using five hieroglyphs that read Egypt. They were combined together to create this geometrical yet simple look and feel. The elongated rectangular shape is inspired by the cartouche; a frame indicating that the text enclosed is a royal name. Black is the primary color because ancient Egyptians referred to the banks of the Nile as the Black Land. The secondary colors were inspired by colorful ancient Egyptian jewelry designs. Lastly, an experimental signage system was developed

OPERATION / FLOW / INTERACTION:
It Creates a unique visual experience, where it also introduces people to ancient Egyptian hieroglyphs through a modern yet simple corporate identity.

PROJECT DURATION AND LOCATION:
2015 German University in Cairo, 3 months During the pre-master in Graphic Design Degree.

FITS BEST INTO CATEGORY:
Graphics and Visual Communication Design

PRODUCTION / REALIZATION TECHNOLOGY:
Exploring different visual languages to develop a logo and a signage system that is inspired from the hieroglyphs.

SPECIFICATIONS / TECHNICAL PROPERTIES:
The aspect ratio of the logo is 6:2.3. The letter 'E' form the logo was used as a measuring unit. Roboto was chosen as the main typeface as it is a very modern and simple font. To add to this it is somehow geometrical. the angles and the curves of the font are the same angles and curves of the logo type. This similarity creates harmony and consisitincy

TAGS:
Visual Identity, Logo, Branding, Typography, Signage system

RESEARCH ABSTRACT:
My research process depends entirely on the subject matter. Thus every project dictates the path I take to best understand the subject. The goal is not learn about an idea. Therefore the challenge lies in finding the purest, simplest meaning behind it. My research journey for this project had to begin with spending a lot of time with the curators of the original museum. A masterpiece in it's own right with a rich history beyond a century old. I also invested many hours of study with the resident Egyptologists, archaeologists and guides. People who dedicated their lives to becoming that history. They were the key as they helped me understand the ancient Egyptian hieroglyphs, their deeper meanings and even how to pronounce them. To know how a language sounded paints a mental image in itself. They taught me how to make sentences out of hieroglyphs. I then buttressed this new knowledge by doing my own readings, including 'Egyptian Grammar' by Sir Alan Gardiner. I took a deep dive into philology, literature, vocabulary, and translation. Only at the end of this exhausting yet exhilarating journey, did I start sketching and drawing until I reached to a simple clear iconography.

CHALLENGE:
Capturing the essence of the history with all it’s reverence was challenging enough. But the true Everest of this project was bridging the gap between the past and present. To bring that history with all its pretense into today’s world, required a deep dive into what is relatable. The research showed that most modern interpretations of ancient Egypt end up looking comical or simply a caricature. If I were to avoid that pitfall, the design had to be simple. This was a case of less is more. In order to be relatable in today’s world the answer had to be Simplicity. Tremendous time and effort went into carrying the complexity of the history within the folds of a simple modern design. Finding that common ground was at the heart of the creative/research challenge.

ADDED DATE:
2020-02-22 20:22:35

TEAM MEMBERS (1) :
none.

IMAGE CREDITS:
credits to: Shutterstock and bensound

Visit the following page to learn more: https://bit.ly/3a2pYvc
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CLIENT/STUDIO/BRAND DETAILS
NAME:
Rana Hossam

PROFILE:
Rana is an artist whose philosophy revolves around the idea that graphic design is more than a fancy tool of communication. Her inspiration and work always originate from the firm belief that design can change behaviours and attitudes. She cultivated her strong foundations under the tutelage of her professors at the German University in Cairo. This rooted her craft in mastery of technique and and methodology. Rana stood out academically during her years of study, as she graduated with honours among her peers at the Applied Sciences and Arts faculty. Despite her young age, her work has been featured on 'Behance' in the graphic design category for this very project 'Grand Egyptian Museum' in addition to her 'typeface design project'. She was also awarded first place in the CIB photography competition for 2019.

NOMINATION DETAILS

Grand Egyptian Museum Corporate Identity by Rana Gaber is a Nominee in Graphics and Visual Communication Design Category.

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AWARD DETAILS

Grand Egyptian Museum Corporate Identity by Rana Gaber is Winner in Graphics and Visual Communication Design Category, 2019 - 2020.



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