Title

The Egyptian Nation Brand

Student Status

Undergraduate

Abstract

Nation Branding is a phenomenon which has been attracting increasing attention recently. Governments began treating their countries as if they were businesses, businesses that need a proper, strong brand image. The benefits of a nation brand range from increasing investment, increasing tourism, attracting students and workers that have the knowhow and can come and invest that into your country. The aim of this project is to create an Egyptian Nation Brand directed specifically towards global expo, as a means of uplifting the country’s profile, enabling Egypt to withstand the competition abroad. The concept behind the Egyptian Nation Brand, Egypt Offers, is that Egypt has so much more to offer beyond its touristic merits. The brand is sub-categorized into three main sectors, the main sectors Egypt participates in in global expo, each of which carries its own emblem which doubles as a sub-logo and a decorative pattern found throughout the brand. The concept behind the brand logo is that the name Egypt takes the form of a signature, as a signature by definition is a sign of acceptance, approval and obligation from Egypt towards its customers to provide the best it has to offer and is signing off on that. A simulation of how the brand is to be applied on different exhibition stand sizes is included to give the user a feel of how to incorporate the brand at different instances, while still maintaining the same appearance. Giving Egypt a consistent image and in turn rendering it a reliable brand.

Department

Arts Department

First Advisor

Bahia Shehab

Second Advisor

Ghalia ElSrakbi

Third Advisor

Haytham Nawar

Committee Member 1

Ahmed Ellaithy

Committee Member 2

Ahmad Saqfalhait

Committee Member 3

Ayman Ismail

Extent

p.4

Institutional Review Board (IRB) Approval

Not necessary for this item

Comments

This piece of art work is part of the "Interdisciplinarity and Design Third Graduating Class of Graphic Design Students The American University in Cairo – Spring 2018" catalog. Held at the AUC Sharjah Art Gallery on December 21st, 2018, the "ALT w Shidd" exhibition showcased bachelor projects by the third Graduating class of Graphic Design students. This year’s projects were divided into 5 panels according to their tackled themes. The panels included “Digital Design”, “Fashion Design”, “Publication Design”, “Advertising”, and “Retail and Branding”. A team of internal and external jury members were invited to each panel in order to provide ourstudents with critical feedback and evaluate the final outcome of their projects according to conducted research, applied methodologies, and undertaken creative design process. Jury members from within AUC included Ahmed Ellaithy (TTO -Technology Transfer Office) Ahmad Saqfalhait (GRDN), Ayman Ismail (Venture Lab), Brenda Segone (ARTV), Heba Safeyeldine (ARCH), Marwan Fayed (GRDN), May Hasebou (GRDN), Mahamad Khalil (GRDN), and Sherif Samy (GRDN). As for external jurors; they included Amira Aboulmagd (Al-Shorouk Publishing), Majd Elsherif (Matter Branding), Mohab Anis (Innovety), Nigel Fletcher-Jones (AUC Press), Sahar Zoghby (FP7), Samy Elias(Sahara Printing), Sawsan Mourad (El Beit Magazine), and Suzie Graiess (Association for the Protection of the Environment).

Rights

This record describes an artistic or creative work which was prepared as part of a course of study at the American University of Cairo. The creators retain all rights to the original artistic or creative works described herein.

Publication Date

Fall 12-21-2018

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