Brand book.
The route, simply.
Egy-Masar — Egypt, and مسار, “the route” in Arabic — is the first calm moment of a trip to Egypt: the walk from the gate to a waiting car, and every ride after. The brand behaves like a good driver. Quiet, precise, warm when it matters.
01 — Logo
A route, two pyramids and a sun.
The mark is one unbroken route drawn over two pyramids, and it reads as an M for Egy-Masar. The ember dot is the sun at the end of the route, and the only decoration the brand has. The wordmark is set in Geist Semibold with tight tracking; the hyphen in Egy-Masar takes the ember colour. Keep clear space equal to the height of the “a” on every side.
App icon / favicon02 — Colour
Bone, ink, one ember.
Photography brings the colour. The interface stays in bone and ink; ember appears only where something can be pressed or is live — never as a background for long text.
Ink#0E0D0B
Bone#ECE7DF
Bone 2#E3DDD2
Stone#8B8478
Ember#E0531F
03 — Type
One family, two voices.
From the gate
to everywhere.
A named driver waiting in arrivals. A price agreed before you fly. And if you like them, the same driver for the rest of your stay.
29.9792° N, 31.1342° E · Giza Plateau · Photo — Steffen Gundermann
مسار — من البوابة إلى كل مكان
04 — Photography
Real places, real light.
Warm, natural light — golden hour, blue hour, the inside of a car. No stock smiles, no staged handshakes, no illustrations. Every image is captioned with place and photographer, like a magazine.
05 — Voice & motion
Calm, specific, honest.
Calm
“Your driver is in arrivals.”
Our reader just got off a long flight. Short sentences, no exclamation marks.
Specific
“60 minutes free waiting.”
Trust comes from numbers, names and times — never “flexible policies”.
Honest
“Per car, all-inclusive.”
If something costs extra, we say so up front.
Motion
Slow in, nothing bounces.
Images wipe in from below, words rise out of a mask, transitions use a long ease. All of it switches off with “reduce motion”.