Grand Egyptian Museum Identitas Korporat oleh Rana Gaber

Karya Grand Egyptian Museum Identitas Korporat oleh Rana Gaber adalah pemenang yang sangat dihormati dari 2020 A' Design Award Emas yang sangat bergengsi dalam Kategori Kompetisi Desain Grafis, Ilustrasi dan Komunikasi Visual.

EmasGrafis· 2020

Grand Egyptian Museum Identitas Korporat

oleh Rana Gaber

Klien: Rana Hossam

Pemenang A' Design Award Emas dalam Kategori Grafis

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Tentang Grand Egyptian Museum Identitas Korporat

Grand Egyptian Museum adalah identitas korporat untuk museum artefak Mesir kuno. Logo ini dibangun dari lima hieroglif yang terbaca sebagai "Mesir", dipadukan menjadi bentuk geometris yang sederhana. Bentuk persegi panjang memanjangnya terinspirasi oleh cartouche, yaitu bingkai yang menandakan nama kerajaan. Hitam menjadi warna utama, karena tepian Sungai Nil dahulu disebut Tanah Hitam. Warna-warna sekunder terinspirasi oleh perhiasan Mesir kuno. Roboto dipilih sebagai huruf utama, karena sudut dan lengkungannya selaras dengan logotype. Sebuah sistem penanda (signage) eksperimental turut dikembangkan.

Pengakuan

Tentang A' Design Award Emas

Grand Egyptian Museum Identitas Korporat adalah pemenang A' Design Award Emas, pengakuan yang sangat bergengsi yang diberikan kepada desain kelas satu, menakjubkan, dan menonjol. Pemenang Emas adalah kreasi yang sangat inovatif, visioner, dan berkilau memukau yang mencerminkan kejeniusan, kebijaksanaan, dan kepiawaian para desainernya. Grand Egyptian Museum Identitas Korporat diharapkan menjadi penemuan yang sangat dipuji, perintis tren, dan monumental yang memberikan nilai tanpa preseden. Desain pemenang A' Design Award Emas ini adalah proyek yang spektakuler dan disegani yang sangat bermanfaat bagi dan memajukan batas-batas seni, sains, desain, dan teknologi. Grand Egyptian Museum Identitas Korporat menciptakan perasaan keinginan yang kuat, membangkitkan gairah, mendorong kreativitas, dan memukau kita.

Di Balik Desain

Kit Pers

Kredit, anggota tim, dan detail teknis yang disediakan oleh desainer.

Keunikan: 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
Dimensi & Kemasan: 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
Tag: Visual Identity, Logo, Branding, Typography, Signage system
Teknologi Produksi: Exploring different visual languages to develop a logo and a signage system that is inspired from the hieroglyphs.
Tantangan Desain: 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.
Riset: 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.
Inspirasi: 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
Durasi Proyek: 2015 German University in Cairo, 3 months
During the pre-master in Graphic Design Degree.
Alur Operasi: It Creates a unique visual experience, where it also introduces people to ancient Egyptian hieroglyphs through a modern yet simple corporate identity.
Anggota Tim: none.
Kredit Gambar: credits to: Shutterstock and bensound