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Marina, Dubai, UAE
June 3, 2019

Simorgh Jewelry Logo and Guideline Design


Simorgh logo and guideline have been designed according to standards of the international market for handcrafts, jewelry and Persian art.



  • Tasks

    Brand and Guideline Design, UX/UI Strategy and Design

  • Client

    Simorgh Jewelry

  • Tags

    Guideline, Logo, Package Design

Insight and Brief

Comes Next!

Simorgh is a mythical bird in Persian mythology and literature, which the word itself means 30 birds, treasured in a vast number of books and stories. The certain name has been selected due to the purpose of globalizing Iranian crafts, which would in the meantime convey the message.

Here comes the customer asking for a logo resembling Simorgh which would recall Persian culture and art as well.


Comes Out!

Here we go opting for Persian architecture to convey the customer’s message to their audience since one of the key elements Persian art is very well known with, is definitely Persian architecture. What we had in mind was to design a logo using symbolic geometry of Persian architecture to depict a Simorgh.


Comes Out!

Having analyzed quite a number of monuments, we ultimately selected Azadi Tower which happened to thoroughly fulfill our needs. Considering its modernism and aestheticism in addition to the designer’s expanding perspective of the entire architecture history including ancient and Islamic symbolism ascended us to a point where we could successfully portray Iranian culture and art.

Design Process

We Designed!

First off, we come up with a design resembling the image of a flying bird in the horizon which sort of looks like a triangle with a missing side.

Considering 30 birds in a design would create a chaos. So a creative approach is needed; we depict the wings with lines, 10 on each side, and the tail with 10 angles at the bottom recalling the number “30” of Simorgh.

Design Process

Logo Type

For the brand name we used a type of handwriting closest to the image we intend to create in the mind of the audience.

And we wrap up the logo design with a slogan saying;

“Be Unique, Be Chic”.

Design Process

Brand Color

To fulfill the customer’s need and convey their message to the audience we need certain colors to recall the nationality which in the meantime would lay out the value of the products; gold and turquoise. The former being iconic for luxury and the latter for Persian artefacts.

Design Process

Clear Space.

We considered half of the common height of a logo, height and width being the same, in fact half of the circle is the clear space our logo needs to be placed in different settings.
Since we believe logo is the most significant element of a brand and it has to be considered particularly, we define the clear space in a way logo is regarded in the most respected way.

Since the logo design is made of fine lines, we were obliged to re-define our white space regulations, eliminating the name and the slogan.

Design Process

Brand Typography

We recommended two different fonts; Roboto and Cochin. The former is modern, suitable for the texts which need to be totally legible and the latter for titles of importance.

The team

Meet Our
Professional Team.

Creative and Art

— Kaveh Kazemee
Creative & Art Director

— Soheyla Firooz Ranjbar


— Sara Moslemi
Account Director


— Reza Akbari
Production Manager


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