Al Assiouty family, pioneers in rug making in Egypt, approached ferad studio to brand their magical rug school and show room “Egypt for Oriental Carpet” located in saqqara.

This authentic rug-making school, deserved an identity as rich as the craft it celebrates.

The identity takes its cues from how the rugs are actually made. Every design element in the visual system is built square by square, echoing the intricate, knot-by-knot rhythm of the weaving itself; honoring the rugs, the process and the people crafting them.

In the bilingual logo, Arabic letterforms take the lead, offering international visitors a genuine glimpse into the beauty and character of the language, while the English sits alongside it, keeping the name Legible and easy to say out loud.