For internationally acclaimed Dutch-Lebanese designer Tarek Atrissi, creating the visual identity of the Grand Egyptian Museum was far more than a branding exercise. It was, as he described it, a cultural journey into the depths of Egyptian history and one of the most significant milestones of his career.
Speaking during his appearance on the “POPCAST” program, Atrissi reflected on the global attention surrounding the museum following its opening in November 2025, describing the project as “a historical and cultural symbol for Egypt and the world.”
Atrissi explained that designing identities for museums differs fundamentally from commercial branding, requiring a deep understanding of history, culture, and the spirit of the institution itself.
“In projects like this, design becomes a process of research and discovery,” he said. “It is not simply about creating a logo, but translating history into a contemporary visual language.”
The episode also explored Atrissi’s professional journey, beginning in Lebanon during the civil war years before studying graphic design at the American University of Beirut. He credited several mentors with shaping his artistic vision, particularly designer Leila Musfy, known for her iconic work with legendary singer Fairuz.
Atrissi also spoke about the strong influence of Egyptian artistic productions during his formative years, especially the famous Ramadan performances of Sherihan, which he described as visually groundbreaking for their imagination, movement, color, and theatrical spectacle.
During the interview, he offered visual insights into several Arab pop stars, praising the collaborations between Nancy Ajram and filmmaker Nadine Labaki for introducing a more intimate and realistic visual language to Arabic pop music.
Over the years, Atrissi evolved from a typography specialist into one of the region’s leading cultural identity designers, contributing to major projects connected to Qatar, Abu Dhabi, and Diriyah, alongside typeface designs used in campaigns for Apple.
The interview coincides with the 25th anniversary of Tarek Atrissi Design, the studio through which he continues to develop projects that merge Arab cultural memory, history, and contemporary global design from his new base in Barcelona.
