City Branding: Creating a Flexible Identity System for the City of Cairo
This project is about creating an energetic, forward thinking brand for the city of Cairo. The purpose behind it is to use branding as a tool for both promoting civic engagement and also enhancing and increasing communication channels between the city and its people. Because of the city’s dynamic and fast paced nature, the design moved away from the idea of logo-centric branding towards the creation of a ‘flexible identity system’ for the city. To create this system, the project focused on visually analyzing some of the symbols that exist within the city and creating visual shortcuts in the form of icons. These icons are then combined to form 6 different logos for different sectors that exist within the city; the cultural, the historical, the contemporary, the transportation- al, the touristic, and the commercial. The al-Qahera brand has also been designed as an open flexible identity system which means that new shapes, symbols, shortcuts, and categories can be created according to the city’s needs so that the brand can continue to grow with the city. The next stage of the project involves implementation in order to display how the al-Qahera brand can be integrated with the city, and how the city can promote itself and engage its citizens using its newly created, dynamic brand.
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Aly, Rana Magdy, "City Branding: Creating a Flexible Identity System for the City of Cairo" (2018). Capstone and Graduation Projects. 50.
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.