10th Cairo Jazz Fest Poster: A Fusion of Tradition and Innovation

Golden A' Design Award Winner Tarek Abdelkawi's Unique Approach to Visual Communication

The 10th Cairo Jazz Festival poster, a fusion of tradition and innovation, was designed by Tarek Abdelkawi. Inspired by the free-form and traditional concepts found in jazz performances, Abdelkawi combined classical local motifs with loose, improvised patterns. The central figure in the poster is a tribute to the festival's founder, a prominent jazz pianist.

Abdelkawi's design stands out for its unique approach to visual communication. The poster was initially illustrated with pencils and ink, then digitally colored and prepared for production. It was printed in various sizes, from A4 folded programs to 3x4m outdoor banners, and used across print and digital media to promote the event.

The design process involved a thorough investigation and study of the graphical elements of ancient Egyptian culture. The challenge was to create a renewed rendition of the Egyptian image that would engage the local audience, who might otherwise see the use of the local language as clichéd, while still clearly communicating that identity to the international scene. The result was a vibrant, contemporary mood that resonated with both local and international audiences.

Despite the challenges, Abdelkawi successfully designed an image that communicates the festival's local identity while appealing to the international jazz scene. The wide distribution of the poster among various circles demonstrated its impact on fans of the festival and graphics enthusiasts alike, enhancing the appeal of the festival and changing local perceptions of jazz.

This design earned Abdelkawi the Golden A' Graphics, Illustration and Visual Communication Design Award in 2019. The award is given to outstanding creations that reflect the designer's prodigy and wisdom, embodying extraordinary excellence and significantly impacting the world with their desirable characteristics.

In conclusion, the 10th Cairo Jazz Festival poster by Tarek Abdelkawi is a testament to the power of design in bridging cultural gaps and changing perceptions. It is a shining example of how traditional motifs can be reimagined through innovative design to create a fresh, contemporary image that resonates with a diverse audience.