International Brand Conference
In this project I tried to use design thinking as a process rather than poetic approaches. The main idea in creative brief was: Brands "strategy" multiplied by "elements of identity".So I was determined to use the multiplication sign in order to narrate the visual aspect of the brand. to give national characteristic to it, I started finding this sign in ancient persian memory and I finally was influenced by motifs in grand Mosque of Isfahan. The colors are also taken from there.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The International Brand Conference is the most prestigious conference held in Iran. Brand Conference was being blamed for promoting non-Iranian cultural values. The colors and forms implemented in this logo respects the cultural values as well as Iranians' historical visual memory. In this logo and visual identity I have tried to create a work with national characteristics & a contemporary quality at the same time. That is why This logo is actually a contemporary narration of ancient Iran.
OPERATION / FLOW / INTERACTION:
The conference had different logos till ninth edition. Each one with a different personality. None of them had Iranian identity. This conference had bad conditions due to cultural branding matters in Iran. With gaining Iranian identity as well as being contemporary, it delivered this message to the oppositions that the conference is fit to Iranian business needs.
PROJECT DURATION AND LOCATION:
Logo design was a part of conference's identity design. it took 3 months to develop and 6 months to be fully executed and finalized.
FITS BEST INTO CATEGORY:
Graphics and Visual Communication Design
PRODUCTION / REALIZATION TECHNOLOGY:
SPECIFICATIONS / TECHNICAL PROPERTIES:
logo, identity design, corporate identity, brand, stationary, persian, design
The conference committee believes that brand is what producers and service providers name themselves in order to be distinguished. In order to find a historical sign I searched ancient tiling and pottery and I found this sign on one of the wall decoration in a mosque in Isfahan which could be a logo individually.
Finding a way to redesign visual elements and ancient memory of Iran in a minimalistic approach. So that the audience can understand the ancient sense of the identity as well as its modern and minimalistic tone.
TEAM MEMBERS (1) :
The logo design was solely done by me but three other graphic designers helped me in developing brand identity.
Touraj Saberivand, 2016.