Grand Egyptian Museum Korporátní identita od Rana Gaber

Dílo Grand Egyptian Museum Korporátní identita od designéra Rana Gaber je vysoce ceněným vítězem prestižní soutěže 2020 Zlatá cena A' Design Award v kategorii Grafika.

ZlatoGrafika· 2020

Grand Egyptian Museum Korporátní identita

od Rana Gaber

Klient: Rana Hossam

Držitel ocenění Zlatá cena A' Design Award v kategorii Grafika

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Design

O designu Grand Egyptian Museum Korporátní identita

Grand Egyptian Museum je korporátní identita pro muzeum starověkých egyptských artefaktů. Logo je vytvořeno z pěti hieroglyfů, které čtou se jako Egypt, spojených do geometrické a jednoduché formy. Protáhlý obdélníkový tvar je inspirován kartuší, rámem označujícím královské jméno. Černá je primární barvou, protože břehy Nilu byly nazývány Černou zemí. Sekundární barvy jsou inspirovány starověkými egyptskými šperky. Roboto je hlavním písmem, protože jeho úhly a křivky odpovídají úhlům a křivkám logotypu. Byl vyvinut experimentální systém orientačního značení.

Ocenění

O ocenění Zlatá cena A' Design Award

Grand Egyptian Museum Korporátní identita je vítězem Zlaté ceny A' Design Award, nesmírně prestižního uznání udělovaného prvotřídním, úžasným a vynikajícím designům. Zlatí vítězové jsou mimořádně inovativní, vysoce vizionářské a oslnivě okouzlující výtvory, které odrážejí génia, moudrost a um svých designérů. Očekává se, že Grand Egyptian Museum Korporátní identita bude vysoce oceňovaným, trendy udávajícím a monumentálním vynálezem, který přináší dosud nevídanou hodnotu. Tento design, který získal Zlatou cenu A' Design Award, je velkolepý, respektovaný projekt, který velmi prospívá a posouvá hranice umění, vědy, designu a technologií. Grand Egyptian Museum Korporátní identita vyvolává silné pocity touhy, probouzí vášeň, podporuje kreativitu a fascinuje nás.

Za designem

Tiskový balíček

Údaje o autorech, členech týmu a technické detaily poskytnuté designérem.

Jedinečné vlastnosti: 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
Rozměry a balení: 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
Štítky: Visual Identity, Logo, Branding, Typography, Signage system
Výrobní technologie: Exploring different visual languages to develop a logo and a signage system that is inspired from the hieroglyphs.
Designová výzva: 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.
Výzkum: 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.
Inspirace: 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
Doba trvání projektu: 2015 German University in Cairo, 3 months
During the pre-master in Graphic Design Degree.
Provozní postup: It Creates a unique visual experience, where it also introduces people to ancient Egyptian hieroglyphs through a modern yet simple corporate identity.
Členové týmu: none.
Autoři fotografií: credits to: Shutterstock and bensound