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UAE: +971 50 6626 850


Marina, Dubai, UAE
June 3, 2019

Simorgh Jewelry Logo and Guideline Design

We’ve designed the Simorgh logo and guidelines to meet standards to be present in the international market of handcrafted jewelry with an emphasis on Persian art and culture. Our deliverables include a website UX/UI design, luxury product packages, brand stationery, and digital/print ads, all reflecting the brand’s aesthetic and quality.



  • 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

Rules and Guidelines

Brand rules and guidelines play a crucial role in maintaining the consistency and integrity of a brand. They establish a clear set of standards for how the brand should be presented across all channels and help ensure that the brand’s visual and messaging elements are aligned with Simorgh’s values and mission.

We designed comprehensive, clear, practical guidelines and also engaging visual concepts and patterns to make sure this business can build a recognizable brand that resonates with its target audience.

Design Process

Consistency Through
Brand Guidelines

Designs for stationery, packaging, UiUx, and print and digital ads that follow the Simorgh jewelry brand guidelines incorporate intricate details inspired by Persian art and culture. The use of vibrant brand colors and elegant typography can also enhance the brand’s visual identity. Additionally, incorporating visual concepts we designed for the Simorgh brand into the design elements can create a sense of cohesion and recognition across various marketing materials.

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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