Tarek Atrissi Designs Visual Identity for the Grand Egyptian Museum
The Grand Egyptian Museum, a monumental project situated at the foot of the Giza pyramids, is poised to become one of the world’s largest cultural institutions. With a capacity to host fifteen thousand visitors daily, this ambitious undertaking seamlessly blends the ancient past with the contemporary present, embodying a visual message of Egypt’s rich heritage. Among the global experts contributing to this endeavor, the name of Lebanese-Dutch designer Tarek Atrissi stands out prominently.
A Vision of Identity
Tasked with developing the core concept for the museum’s visual identity, Atrissi collaborated with the German design firm Atelier Brückner. His mission was to establish the visual foundation, crafting a cohesive design language that would enable the museum to build a consistent and easily recognizable visual identity over time. The logo design draws inspiration from the museum’s unique architectural form, with the building’s top view – considered the fifth facade – serving as the starting point for the visual concept. This view was transformed into a graphic form incorporating contemporary Arabic script, specially designed to bear the museum’s name. The logo is characterized by its flexibility and dynamism, with its position and direction changing depending on its use, mirroring the dynamic nature of the museum itself, which links elements of nature and the surrounding city: the pyramids, Cairo, and the Nile.
Dynamic Graphic and Visual Language
The dynamic graphic form of the logo became the fundamental element of the museum’s visual identity, evolving beyond a mere symbol to become a comprehensive visual language. This language is employed in the display of images and promotional materials, opening new windows onto the Pharaonic history of Egypt through visual snippets of artifacts and images that constitute the museum’s rich content.
A Trailblazing Designer
Tarek Atrissi is a prominent figure in the Arab and international design worlds, and the founder of Tarek Atrissi Design, known for its innovative approach to typography and the fusion of cultures. Atrissi’s work has garnered prestigious international awards, including the German Design Award, D&AD, the Type Directors Club in New York, Adobe Design Achievement, and Brand Impact. In 2005, he was recognized by the American magazine Print as one of “Twenty under Thirty.” He holds advanced degrees from the American University of Beirut, the Utrecht School of the Arts in the Netherlands, and the School of Visual Arts in New York. His work has been exhibited at the Guggenheim Museum in New York and at exhibitions in Kuwait, Qatar, and Amsterdam. Currently a practicing professor at the American University of Beirut, he has lectured at numerous universities and given talks in over twenty countries. Through this creative vision, the Lebanese designer has left his mark on one of the most important cultural projects in the world, embodying through his work the deep connection between design, identity, and cultural memory.
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