arrow-left-lightarrow-leftarrow-right-lightarrow-rightarrow-thin-left arrow-thin-right browser-search cup heart indicator laptop layers layout-4boxes layout-sideleft mail-heart mail map-pin mixer mouse nav paintbucket pencil-ruler phone picture play video


  • Medium: Illustrator, Indesign, Photoshop
  • Tag: Branding, Print
  • Category: Speculative Work

Identity Rational

The visual identity of the EgyptAir rebrand evokes Egyptian culture through a combination of religious and artistic references.  The form of the logo derives from hieroglyphic representations of Horus, the God of sun and air. The bright blue color is "Egyptian blue," which comes from the cuprorivaite pigment used in ancient times for wall painting and pottery. This color represents Egypt's rich history. It also attracts the eye and associates the airline with depth and stability. The new identity will maintain EgyptAir's familiarity among pre-existing customers while differentiating them from competitors through cultural authenticity.


I began with a highly legible Slab Serif font. To bring the visual language full circle I modified the serifs, rounding them in a nod to the curving wings of Horus.


After identifying the company culture and values, I created marketing materials and messages to develop a visual relationship between EgyptAir and their customers. These materials include a logo, letterhead, website, ticket, and air-craft wrap. Effective brand positioning will allow EgyptAir to gain recognizability and credibility among industry leaders and customers, opening doors for expansion.