Aran Project was the design of a modern and minimalist visual identity for a brand active in the field of interior architecture, with a strong emphasis on combining Eastern architectural identity and modernity.
Context
The content of the Aran project was the design of the brand’s visual identity, which included logo design and corporate identity, Instagram visual identity design, and video visual identity. I collaborated with the brand in these areas, and in the following, you will see my work process from the formation of this visual identity to its fruition.
Details
Time Frame:
Jan 2022
Role:
Brand Identity Designer
Involvement:
Brand representation
Overview
Aran was a blend of ancient Iranian-Arabic script with a modern architectural space. To begin the work, I tried to find the ideal writing script for this logotype through manual sketches and by putting different lines together. Considering the brand’s identity in the field of architecture, my choice was the Kufic Banna’i script, which is one of the oldest scripts and utilizes sharp, simple angles that were compatible with the interior architecture identity.
Challenge
The most challenging part of this project was that I had to utilize the identity of Eastern script and typography and adapt this script and typography to modern content, aligning it with the English-language literature (or aesthetic).
Achieving simplicity for this logo design was the biggest challenge, as Persian script is full of details, elongations, and separate letters and parts. Unlike English script, each letter does not have a fixed, independent identity; a letter might take on a different identity when connected to another. Reaching the Kufic script for the final selection was the hardest and most challenging part of this project.
Solution
My solution for overcoming this challenge was to try and arrive at a common form between Persian and English letters, and to incorporate an element from the Persian-Arabic alphabet into the design, attempting to combine this letter with a letter from the English language.
I also kept an open mind that if I couldn’t achieve a successful result with the Kufic script, I would move on to other scripts. For this reason, in both my sketches and computer drafts, I always considered having a simultaneous process, developing the letters concurrently, to save time and reach a conclusion sooner.
Results
Branding is a multifaceted and dynamic process that requires careful planning, creativity, and ongoing management. It’s about creating a cohesive and compelling narrative that resonates with the target audience, building trust, and fostering long-term relationships. By aligning the brand’s purpose, identity, and values with the needs and desires of the audience, businesses can create powerful brands that stand the test of time.
Social Media Identity
In designing the social media visual identity, the focus on simplicity and minimalism had to be maintained.
The client’s main request was that the visual identity design should establish a connection between the interior designs and nature. We needed to show the customer that our primary pattern is nature, and we draw inspiration from the beauty of the natural world.
Therefore, I decided that for the creation of every post and content for each interior design, I would look for a natural equivalent in the world—a good composition where the viewer, by seeing the image of nature and the architecture, could understand that the design was inspired by nature.