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New Identity and Shopfront for Elmuhtaseb Bookshop
Published:
 
Elmuhtaseb Bookshop
مكتبة المحتسب
 

For the second project we approached a bookshop in Downtown Amman. El Muhtaseb is a business with a sixty-year history and an established reputation. The shop is a local landmark – it has developed with Amman and the local community. Inside, there is something for everyone, and the previous signage had a strong aesthetic with a vintage flavour. 

We wanted to work with the existing facade, to incorporate the old-style shop front into the new design. So elements were blended with some new ideas to create a strong typeface and logo. The bright red shop front remains, with black outlines used to enhance the design. A simple signage highlights the books on display instead of competing with them. The process was intricate – taking five months to complete, and incorporating designs for the internal signage and branded business equipment. There is also a new silhouette on the shop shutter – featuring the owner himself and his love of fishing - both for books and other animals. 

 
The Old Shopfront
The New Shopfront
Sketches
 
 
 
 
Installation 
 
 
 
 
The Redesigned Shopfront
 
 
 
 
Internal Signage System, Staitonery 




With a photo from 1985




Goodness 
Credits
 
Hussein Alazaat
Art Director
 
Ali Almasri
Designer
 
 
Photography
 
Hussein Alazaat
Essa Almasri
 
 
 
Thanks
 
Rebecca Ryan
Dima Maurice
Ahmad Humeid
Musab Abu Alhaija 
Alaa Ali
Ahmed Haroun