Kentucky Is Not Kentucky: How Global Signs Became Heritage Features in Tahrir Square

Signs and brand logos are among the elements that most negatively affect heritage façades in historic areas and neighborhoods. This is not a problem unique to Cairo’s historic Downtown; it is a global crisis. Heritage advocates are constantly seeking solutions that balance companies’ and businesses’ desire to advertise themselves with the preservation of the distinctive architectural character of historic capitals around the world.

These days, Tahrir Square is witnessing a globally unique experiment in dealing with commercial signs and famous international brands as part of the square’s redevelopment and modernization, with the aim of turning it into a tourist attraction.

The experiment was undertaken and implemented by the National Organization for Urban Harmony. It was not easy, especially given the presence of international chain branches in the square of the revolution. In a first-of-its-kind precedent, the signs of famous brand stores in the middle of the square, most notably Kentucky and Hardee’s, were changed from the original signs’ familiar red to a uniform color scheme compatible with the heritage buildings housing these stores.

Even the signs of the famous bazaars facing the Egyptian Museum were given a development touch. They were reorganized and their colors unified according to the requirements established by the National Organization for Urban Harmony.

In this context, Dr. Haidy Shalaby, Director of the Heritage Preservation Department at the National Organization for Urban Harmony, said in an exclusive statement to “Mantiqti”: “As soon as the government announced its plan to develop and revive Tahrir Square, we removed all violations from the heritage buildings in Tahrir Square. Downtown is a registered heritage area with special requirements, and such violations cannot be permitted, from the colors of signs to their size in front of the heritage building façade.”

Shalaby says that changing the signs of brand stores was not easy at first. When dealing with and developing any heritage building in Downtown, they always face difficulties with the owners of the stores on the ground floor, especially since these stores have been rented for very long periods and their occupants cannot easily accept changes. Therefore, when the Tahrir Square development plan began, they held a community dialogue with the store owners in the square. The West Cairo District, the body implementing the development project, and Cairo Governorate helped with this effort.

Shalaby continued: “When we began discussions with the store owners, we used photographs of some international brands operating outside Egypt, including brands similar to those in Tahrir Square that are located in heritage areas, for example in the heart of Rome. They comply with the requirements of heritage areas and use the colors specified for those areas. We asked the store owners to follow their example and comply with the requirements for heritage areas.”

As for implementing the idea in practice, Dr. Haidy Shalaby explained that some famous shops and brands in Tahrir Square had licenses that had expired. The West Cairo District refused to renew their licenses unless their owners agreed to coordinate the signs according to the required specifications. That marked the beginning of the square’s development.

The Director of the Heritage Preservation Department at the National Organization for Urban Harmony added that once the development of Tahrir Square is completed, they will move on to coordinating the signs of commercial shops on Qasr El Nil Street and Talaat Harb Square, making Downtown an exemplary heritage area.

Tahrir Square is undergoing major development work that began a few months ago. Alongside restoring the obelisk of King Ramses II and placing it on a pedestal at the center of the square, the project includes landscaping. The governorate authorities also repainted all buildings with distinctive architectural character overlooking the square and removed all advertisements from the buildings and the tops of heritage buildings. The façade of the Mogamma was also redeveloped and given heritage-inspired touches to suit the square’s overall appearance.