Interview with Radiant Creatives Team at Tuesday 19th of April 2016: DI: What is the main principle, idea and inspiration behind your design?
RT : For this design, the principle sources of inspiration were the natural world as well as Persian culture and folklore. A swan is a highly appraised bird for Persians and a symbol of comfort, passion and luxury. This was the perfect representation for the company's activities and therefore the swan's natural curves were used in Sananoor Co.'s logo and corporate identity.
DI: What has been your main focus in designing this work? Especially what did you want to achieve?
RT : We wanted to achieve creating a luxurious and eye-catching corporate identity for our client. It had to show a taste for classic symmetrical designs but also the curvature and weight of the shape needed to have a modern, almost architectural feel and look to it.
DI: What are your future plans for this award winning design?
RT : Radiant Creatives have already started working on creating corporate identities for 3 other partner companies to Sananoor Co. Sananoor's corporate identity will be further refined and added upon as the corporate itself grows and needs further extension of its resources.
DI: How long did it take you to design this particular concept?
RT : it took around 3 weeks to conceptualize the raw shapes and sketches. another 2 weeks were put into perfecting the design and geometrically redesigning it.
DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
RT : The entire conceptualization and design of the work was done by Radiant Creatives after receiving a preliminary brief from Sananoor Co. and some further meetings with the client.
DI: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?
RT : Yes. It is being used as Sananoor Co.'s corporate identity and trademark since 2016.
DI: What made you design this particular type of work?
RT : At first, this was a simple logo commission from the client to us. However, after recognizing the potential of creating a more in-depth corporate identity for the brand, we had meetings with the management of Sananoor Co. in order to offer them prototypes to persuade them to have us create an entire corporate package instead of a single trademark design.
DI: Where there any other designs and/or designers that helped the influence the design of your work?
RT : For this particular design, no. But we have always been inspired and fascinated by the awesome creative minds in Adobe's community Behance.
DI: Who is the target customer for his design?
RT : The target customer was Sananoor Co. who commissioned the work to Radiant Creatives.
DI: What sets this design apart from other similar or resembling concepts?
RT : Our focus was not as much on creating a different design but to create a highly functional and luxurious feeling identity for our client with care in details and overall aesthetic design.
DI: How did you come up with the name for this design? What does it mean?
RT : The name Sananoor was already given to us by the client and we had no decision in selecting the name. Sananoor is consisted of two parts: Sana + noor, which in the Persian language respectively translate to "appraisal" and "light". These meanings were taken into consideration during the design of the client's trademark.
DI: Which design tools did you use when you were working on this project?
RT : Preliminary sketches were done on paper. A PC system was used for the more refined sketches and final renders. Main software: Corel Draw X7, Adobe Photoshop CC, Adobe Illustrator CC.
DI: What is the most unique aspect of your design?
RT : Our goal was to create a highly luxurious identity with a subtle eastern aesthetic taste and we believe that's what we've achieved in this project.
DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
RT : All work was done by the Radiant Creatives team.
DI: What is the role of technology in this particular design?
RT : Aside from the early sketches, all the design and rendering was done inside a PC system and the resulting assets will surely be also used inside digital media.
DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
RT : Yes. A brief pragmatic research was done based on the company's name, motivations as well as their field of activity. We also conducted a brief research on the nature and symbology of natural elements in Persian and eastern folklore.
DI: What are some of the challenges you faced during the design/realization of your concept?
RT : The main challenge was to persuade the client to go beyond a simple trademark and think on a more corporate level when it comes to defining a strong identity and personality for their company. A simple trademark just doesn't cut it anymore no matter how good it looks. It's the backbone of the corporate identity that matters.
DI: How did you decide to submit your design to an international design competition?
RT : It has been our goal to start participating in international competitions and this year's A*Design awards wasn't the first one. Radiant Creatives has also won the bronze award from the Internation Visual Identity Awards (IVIA) based in London, UK. We decided to enter Sananoor into this year's awards because we feel it is one of our best works.
DI: What did you learn or how did you improve yourself during the designing of this work?
RT : It was a fulfilling project for us and helped us realize some of our strong points as well as weaknesses. This is of course true for most works but since this designed won such a prestigious award, it filled us with more energy to come up with something even better for next time.