Rana Gaber 的作品 Grand Egyptian Museum 企业形象识别

设计师 Rana Gaber 的作品 Grand Egyptian Museum 企业形象识别荣获了极具声望的 2020 A' Design Award 金奖，竞赛类别为平面、插画与视觉传达设计。

金平面· 2020

Grand Egyptian Museum 企业形象识别

设计师： Rana Gaber

客户: Rana Hossam

平面类别A' Design Award 金奖获奖者

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关于 Grand Egyptian Museum 企业形象识别

《大埃及博物馆》是为一座古埃及文物博物馆打造的企业形象识别系统。标志由五个象形文字构成，拼读为"埃及"，并被整合成简洁的几何形态。狭长的矩形外形灵感源自"王名圈"——一种用于标示王室名号的边框。黑色为主色调，因为尼罗河两岸被称为"黑土地"。辅助色则取材于古埃及珠宝首饰。主要字体选用 Roboto，其转角与曲线与标志字体相互呼应。此外，还开发了一套具有实验性的导视系统。

荣誉认可

关于A' Design Award 金奖

Grand Egyptian Museum 企业形象识别是 A' Design Award 金奖得主，这是授予一流、绝妙而杰出设计的极为崇高的认可。金奖得主是极具创新、极富远见且璀璨夺目的创作，反映出其设计师的天才、智慧与才干。预计Grand Egyptian Museum 企业形象识别将成为一项备受赞誉、引领潮流、气势恢宏的发明，带来前所未有的价值。这件赢得 A' Design Award 金奖的设计是一个壮观而受人敬重的项目，极大地造福并拓展艺术、科学、设计和技术的边界。Grand Egyptian Museum 企业形象识别激起强烈的渴望，唤起激情，鼓励创造力，令我们着迷。

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由设计师提供的致谢、团队成员及技术详情。

独特属性: 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
尺寸与包装: 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
标签: Visual Identity, Logo, Branding, Typography, Signage system
生产技术: Exploring different visual languages to develop a logo and a signage system that is inspired from the hieroglyphs.
设计挑战: 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.
研究: 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.
灵感: 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
项目周期: 2015 German University in Cairo, 3 months
During the pre-master in Graphic Design Degree.
操作流程: It Creates a unique visual experience, where it also introduces people to ancient Egyptian hieroglyphs through a modern yet simple corporate identity.
团队成员: none.
图片版权: credits to: Shutterstock and bensound