Cairo International Book Fair: complete event design

The Cairo International Book Fair is the largest and oldest in the Arab world. After the Frankfurt Book Fair, it is one of the most important book fairs in the world, attracting around 2.5 million visitors each year. It is open to both trade and the public.

Jog was commissioned to undertake a comprehensive rebrand and redesign of the fair with the brief of transforming and greatly enhancing the visitor experience.

The scale of the project and the site was vast. Among other things Jog created more than 1640m2 of exhibition stands and 4000m2 of building and tent wraps. Additionally, Jog created entrance sculptures, wayfinding, lighting, conference staging, VIP and VVIP areas as well as ticketing and advertising.

The project was completed from blank sheet to fully-built handover in just 2.5 months.

A strong and simple symbol was created showing a book from its most distinctive perspective – an idea inspired by Egyptian hieroglyphics.

Jog also project-managed the manufacture and installation of all elements on-site in Cairo, posting a specialist project manager in the city to ensure completion to time and spec.

Key to Jog’s approach to designing the identity was an understanding that careful selection and use of the brand’s typeface was crucial. Jog selected a font where both Roman and Arabic characters had been designed by the same individual, this created a singular tone of voice across both languages used in the branding. It also created a pleasing visual consistency and clarity.