Grand Egyptian Museum Korporativni identitet od Rana Gaber

Dizajn Grand Egyptian Museum Korporativni identitet od dizajnera Rana Gaber je visoko cijenjeni dobitnik prestižne nagrade 2020 Zlatna nagrada A' Design Award u kategoriji Dizajn Grafike, Ilustracije i Vizuelne Komunikacije.

ZlatoGrafika· 2020

Grand Egyptian Museum Korporativni identitet

autor Rana Gaber

Klijent: Rana Hossam

Dobitnik nagrade Zlatna nagrada A' Design Award u kategoriji Grafika

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Dizajn

O dizajnu Grand Egyptian Museum Korporativni identitet

Grand Egyptian Museum je korporativni identitet za muzej drevnih egipatskih artefakata. Logotip je izgrađen od pet hijeroglifa koji se čitaju kao Egipat, spojenih u geometrijsku i jednostavnu formu. Izduženi pravougaoni oblik inspirisan je kartušom, okvirom koji označava kraljevsko ime. Crna je primarna boja, jer su obale Nila nazivane Crnom zemljom. Sekundarne boje inspirisane su drevnim egipatskim nakitom. Roboto je glavni font, jer se njegovi uglovi i krivine podudaraju s onima logotipa. Razvijen je eksperimentalni sistem signalizacije.

Priznanje

O nagradi Zlatna nagrada A' Design Award

Grand Egyptian Museum Korporativni identitet je pobjednik Zlatne nagrade A' Design Award, iznimno prestižnog priznanja koje se dodjeljuje prvorazrednim, čudesnim i izvanrednim dizajnima. Zlatni pobjednici iznimno su inovativne, vrlo vizionarske i blistavo zasljepljujuće kreacije koje odražavaju genij, mudrost i umijeće svojih dizajnera. Očekuje se da Grand Egyptian Museum Korporativni identitet bude vrlo hvaljen, trendovski i monumentalan izum koji pruža bezprecedentnu vrijednost. Ovaj dizajn koji je osvojio Zlatnu nagradu A' Design Award spektakularan je, cijenjen projekt koji izuzetno koristi i pomjera granice umjetnosti, nauke, dizajna i tehnologije. Grand Egyptian Museum Korporativni identitet stvara snažne osjećaje želje, budi strast, podstiče kreativnost i fascinira nas.

Iza dizajna

Press komplet

Zasluge, članovi tima i tehnički detalji koje je dostavio dizajner.

Jedinstvena svojstva: 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
Dimenzije i pakovanje: 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
Oznake: Visual Identity, Logo, Branding, Typography, Signage system
Tehnologija proizvodnje: Exploring different visual languages to develop a logo and a signage system that is inspired from the hieroglyphs.
Dizajnerski izazov: 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.
Istraživanje: 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.
Inspiracija: 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
Trajanje projekta: 2015 German University in Cairo, 3 months
During the pre-master in Graphic Design Degree.
Tok rada: It Creates a unique visual experience, where it also introduces people to ancient Egyptian hieroglyphs through a modern yet simple corporate identity.
Članovi tima: none.
Autorstvo slika: credits to: Shutterstock and bensound