Branding Al Karnak

Student Status



The Karnak Temple is known to be the largest ancient religious site, and the largest place of worship gated on earth. It consists of a wide variety of temples, chapels, pylons, and other buildings. Most of what was built occurred during the New Kingdom period. This turned the temples of Karnak into a guide and a historical story, showing evident changes of the evolution of the old architecture and unique Pharaonic Egyptian art. The Temple lacks or has extremely poor visual communication displays of all sorts. It is an incredibly well known and frequently visited historical monument with no signage system or mapping guide. A well-made signage system has the ability to inform and direct people, as well as enforce educational information, create and maintain a place’s image, convey rules, and adding cultural alongside historical details to give a sense of place. This project was conducted to study the extent to which a signage system can enhance the guidance of visitors to The Karnak Temple. The project identifies the problem and explains the history of what each king built and in which dynasty over different time periods. It signifies the importance of the historical changes as they reveal a historical story that took place over the years. This highlights the importance of the historical state of Karnak Temple, and the need for it to be taken into account when forming any form of visual communication. In attempt at enhancing the current situation at the temple, it was rebranded fully, with a logo, colour scheme, typeface, ticketing system, and corporate identity. In terms of the signage issue, a new signage system was implemented, including; A map coded by kings in colour, and coded by location on map by numbers, with a timeline matching the kings by their time periods; A mobile application with the coded map and a description of each monument ordered by their location on the map, in Englishbic and Chineese; A sign design for how signs should be near every monument; And lastly, gift shop items that can be sold at the Temple’s gift shop.


Arts Department

First Advisor

Bahia Shehab

Second Advisor

Haytham Nawar

Third Advisor

Nagla Samir

Committee Member 1

Ahmad Saqfalhait

Committee Member 2

Ahmed Ellaithy

Committee Member 3

Ahmed Tolba



Institutional Review Board (IRB) Approval

Not necessary for this item


This project is part of “ The Future is Here Second Graduating Class of Graphic Design Students The American University in Cairo – Spring 2017” catalog. It seems to be a common view that a vibrant design scene is growing and thriving in Cairo as part of a greater movement sweeping the region, despite the challenges posed by Egypt’s current political climate and its education system. To put it simply, the future is here; great work is coming out of Cairo, Beirut, Marrakech, Dubai, Doha – the movement is growing very fast. Something significant has been taking place here these past few years. It is undeniable, and the world is aware and constantly watching. Held at the AUC Sharjah Art Gallery on December 4th, 2016, the Vector Walla Raster exhibition showcased projects by the second graduating class of Graphic Design students. As with last year’s graduating class, three faculty members supervised this year’s thirty-nine projects: Bahia Shehab, Haytham Nawar, and Nagla Samir. Projects were divided into 6 panels according to their tackled themes. This year’s panels included “Cultural Design”, “Technological and Spatial Design”, “Advertising and Branding”, “Product Design”, “Signage and Information Systems”, and “Social Awareness”. A team of internal and external jury members were invited to each panel to critique students’ work and evaluate the final outcome of their projects. Jury members from within AUC included Ahmad Saqfalhait, Ahmed Ellaithy (TTO), Ahmed Tolba (MKTG), Engy Aly (DSGN), Ehab AbdelRahman (PHYS), Ghalia Elsrakbi (DSGN), Magda Moustafa (ARCH), Mahamad Khalil (DSGN), Mohamad Hamza (Venture Lab), Rafiq Elmansy (DSGN), Shawky Hafez (DSGN). As for external jurors; they included Ahmad Feteh (CGEVO), Amal ElMasri (JWT), George Nubar (Helwan Univ.), Luke Meinzen (US Embassy), Maggie Nassif (Fulbright), Meryl El Afifi (Momentum), Mozn Hassan (Nazrah NGO), Nikolai Burger (GUC), Ranya Shalaby (INGAZ), Sawsan Mourad (El Beit Magazine).


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

Spring 12-4-2016

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