Brand Conference Corporate Identity by Touraj Saberivand

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DI: What is the main principle, idea and inspiration behind your design?

TS : In my opinion brand is a mark like cross. Well I designed a cross but I was inspired by ancient plaster molding of Iranian buildings.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?

TS : Brand is a completely modern concept and I wanted to combine that with an ancient visual system. The significant aim for me was to achieve a contemporary result.

DI: What are your future plans for this award winning design?

TS : I would like to participate it in other competitions.

DI: How long did it take you to design this particular concept?

TS : It didn't take very long.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?

TS : It's been a while since I am trying to establish a new accent of minimalism. It should be new style of minimalism based on Middle east culture. That is why I decided to design with the inspiration of Iranian ancient plaster molding.

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?

TS : The design is being used as the international brand conference of Iran's visual identity.

DI: What made you design this particular type of work?

TS : In my opinion brand is a mark like cross. Well I designed a cross but I was inspired by ancient plaster molding of Iranian buildings.

DI: Who is the target customer for his design?

TS : Iranian Branding and marketing Professors, experts and businesses managers. I wanted to imply that Iranian brands could be modern and local at the same time.

DI: What sets this design apart from other similar or resembling concepts?

TS : I believe this design is not only minimal but also familiar for Iranian people.

DI: How did you come up with the name for this design? What does it mean?

TS : It already had a name.

DI: Which design tools did you use when you were working on this project?

TS : Sketching and Illustrator App.

DI: What is the most unique aspect of your design?

TS : I believe this design is not only minimal but also familiar for Iranian people.

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?

TS : With my client. I had some different alternatives for colors and the form. We discussed with each other and gathered comments from a group of the audience of the conference.

DI: What is the role of technology in this particular design?

TS : Nothing more than executing the design in the app.

DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?

TS : Well we surveyed a group of the audience of the conference and worked based on the collected data.

DI: What are some of the challenges you faced during the design/realization of your concept?

TS : Iranian visual culture is full of details and complexity. I wanted to turn them into minimal forms. It was quite a theoretical and executive paradox and challenge.

DI: How did you decide to submit your design to an international design competition?

TS : Attending international competitions is a kind of test for me to measure myself, to find out what level of work I do. I'd like to add that achieving awards would also make us confident.

DI: What did you learn or how did you improve yourself during the designing of this work?

TS : Whenever you design a logo, you'd face a new set of challenges and problems that you should solve based on the characteristic of the project.

DI: Any other things you would like to cover that have not been covered in these questions?

TS : I should thank you and your competition.