الفهرس 
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Abstract
Brand creation is a very complex work as it is vital to include all those contact points with the consumer on which impressions are being formed. What attracts the most attention when a brand is mentioned are the logo, color, and emotion which is being released mentioning a brand name. The current study’s purpose is to measure tourists’ perception of Luxor’s Visual Identity. Moreover, it tries to evaluate the quality of the Visual Identity elements of Luxor (logo, slogan, color combination, and font style). These elements are evaluated to achieve the goal of the visual identity project, which is to promote Luxor as a brand. In addition, it evaluates brand visual identity from tourism officials and Stakeholders’ Points of View. Additionally, the study aims to assess the marketing efforts of governmental authorities to promote the elements of Luxor’s visual identity to be recognized by tourists.
To achieve the aim of the study both a quantitative and a qualitative approach was used. A quantitative approach based on a questionnaire form was created and directed to a sample of tourists who visited Luxor. A qualitative technique based on interviews was adopted to increase the reliability of the results. The interviews were conducted with a sample of tourism officials and Stakeholders.
The main findings concluded that the logo isn’t seen in most of the main streets and suburbs of the Governorate. Furthermore, the slogan is not recognized by most of the sample. Although Luxor’s visual identity may present a good impression of Luxor, it is not visible enough in Luxor’s promotional tools and activities. Moreover, the design of the elements of Luxor’s visual identity represents the city’s culture and history. And the marketing activities aren’t sufficient for tourists to recognize Luxor’s visual identity.
Keywords: Branding, Brand Visual identity, Luxor, Logo, Slogan, Typography, Tourism Officials