Seen Corporate Identity by Nima Emamverdi is a highly esteemed winner of the very prestigious 2026 A' Design Award in Graphics, Illustration and Visual Communication Design Competition Category.
IronGraphic· 2026
Seen Corporate Identity
Client: Seen
A' Design Award Winner in Graphic Category
Verified Award Winner
Verify Award Status for #137422The Design
About Seen Corporate Identity
The logo design utilizes the lowercase serif letter e, as a primary geometric building block to represent the form of eyewear. By mirroring the characters, the design creates a symmetrical balance that mimics a frame structure. Modern serif elements are transformed into functional bridges, connecting the circular motifs that symbolize both the eye and the lens. This minimalist visual system allows for adjustable spacing between elements, ensuring high legibility and adaptability across various scales, from small product engravings to large-format displays.
The Recognition
About the A' Design Award
Seen Corporate Identity is an Iron A' Design Award winner, a prestigious recognition granted to good designs that meet the professional and industrial requirements expected from well-designed creations. Iron winners demonstrate great skill, high specialization, expert understanding, and creative capacity of their creators. Seen Corporate Identity is expected to be a highly regarded, admired, and cherished creation that is practical and innovative. This Iron A' Design Award-winning design integrates industry best practices and has competent technical characteristics linked with know-how and talent. Seen Corporate Identity is respected for its thoroughness and is designed to provide quality of life improvements that help make the world a better place.
Interviews
Grand Interview
The geometric ingenuity at the heart of Seen Corporate Identity, where a single mirrored lowercase serif letter becomes a fully realized eyewear silhouette, stands as one of the more quietly brilliant typographic moves in recent identity design. What was the moment during the development of Seen Corporate Identity when you realized that this one letterform contained everything the brand needed to say about itself?
The 'aha' moment came when I stopped viewing the letter 'e' as a typographic character and started seeing it as a structural module. By mirroring the serifs, the negative space suddenly snapped into the form of an eyewear frame. I realized then that the letterform didn't need to be 'decorated' to represent the brand; its inherent geometry already contained the silhouette of vision. That was the moment I knew the identity was complete.
Seen Corporate Identity was born from a deeply human story, one rooted in a woman's determination to give Iranian women a language of self-expression through something as personal as eyewear. How did that founding narrative shape the visual decisions embedded in Seen Corporate Identity, and in what ways did you ensure the identity carried the emotional weight of that mission without becoming overtly symbolic or heavy-handed?
The narrative was my primary constraint, which paradoxically became my greatest creative asset. To avoid being heavy-handed, I relied on 'subtle geometry' rather than overt symbolism. By using a sophisticated serif typeface, I aimed to evoke a sense of dignity and elegance—traits that speak to resilience and self-expression—without needing to illustrate them. The design carries the weight of the mission precisely because it doesn't shout; it whispers with architectural precision.
The research phase behind Seen Corporate Identity explored a particularly nuanced cultural tension, namely the public's conflicted perception of eyewear as medical necessity versus personal adornment. How did those psychological and cultural findings translate into specific formal choices within Seen Corporate Identity, and what did that process reveal to you about the relationship between audience research and minimalist visual systems?
The tension between medical necessity and personal adornment defined the project's 'visual balance.' I translated these findings into a form that feels both clinical in its precision and decorative in its grace. This process revealed that audience research is not about following trends, but about identifying the emotional 'gap' where a user needs to feel both empowered and understood.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- We designed the logo using the letter "E" as a symbol for the shape of glasses. Our goal was to show that you can make a big impact with ultimate simplicity. The strength of this design lies in the versatility we created with the logo's form. The interplay between the two "E"s, which inspired the logo's shape, also alludes to how these glasses will be worn by a diverse range of people.
Ultimately, the meaning is reflected in the form of the letters themselves. - Dimensions & Packaging
- To the extent possible, the design adheres to precise ratios, approximating the golden ratio. The line weights and negative space have been carefully balanced to ensure legibility in small applications, such as a favicon or on the temple of glasses, while also maintaining its beauty and elegance at larger sizes.
- Tags
- logo design, visual identity, logotype, corporate identity
- Production Technology
- When sketching ideas for the logo, I wanted to represent the shape of a glasses frame in a simple way while maintaining the versatility to play with the letters.
I used a lowercase serif 'e' from a modern font to suggest the decorative elements of the frame. By extending the serif, I was able to create the bridge that connects the two lenses. I then mirrored the first 'e' to hint at the symmetry and balance of a pair of glasses. - Design Challenge
- A key research challenge was the public's perception of prescription glasses as a medical necessity versus sunglasses as a non-essential, decorative item. We found they often deprioritizes self-care, viewing it as an unnecessary expense.
To address this, our strategy involved 2 steps. 1st, we focused on cultural education and building trust through social media and advertising. 2nd, in our design, we simplified the form and visual language to make the concept more accessible and appealing. - Research
- When conducting our research, I focused on a few key areas and was very meticulous. First, I looked at our audience's perception of eyewear and the initial shapes they associate with glasses. I also examined where glasses stand in the audience's mind as a form of clothing or personal accessory.
Additionally, we researched the manufacturing process of glasses and the structure of eyewear frames, as well as the psychological aspects of aesthetics from the audience's point of view. - Inspiration
- Inspired by a young woman who founded a brand and the space she created to uplift women, I poured my heart into this project. In a country where women have limited clothing choices and are considered second-class citizens under Islamic law, the brand's founder seeks to instill a sense of self-worth and beauty in her community. Her effort to establish eyewear as a means of personal expression and empowerment for Iranians, especially women, was a powerful motivator for me to participate in this project with all my being.
- Project Duration
- The process, from initial research into the target audience's concerns to finalizing the logo design, took about two and a half months to reach a definitive conclusion with the brand owner. We then conducted surveys with people in the target demographic for another month, which confirmed that the design successfully created a close and immediate connection with its audience.
- Operation Flow
- I designed the letter 'e' with a rounded form to represent the eyeball and the most basic shape of a glasses frame. When rotated, it mimics the movement of an eye or the field of vision. The serif-like decorative elements of the letters can be extended or shortened to fill gaps or cover a larger area. This line can also be curved, which would allow for interesting motion graphics in a logo animation to better connect with the audience.
- Team Members
- Nima Emamverdi
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