Seen Primary Function: Kuatiarembiapo Reko by Nima Emamverdi

Seen Primary Function: Kuatiarembiapo Reko by Nima Emamverdi is a highly esteemed winner of the very prestigious 2026 A' Design Award Fiero in Ta'ãnga Jejapo Competition Category.

FieroTa'ãnga· 2026

Seen Primary Function: Kuatiarembiapo Reko

by Nima Emamverdi

Client: Seen

A' Design Award Fiero Winner in Ta'ãnga Category

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Verified Award Winner
Verify Award Status for #137422

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Colors

The Design

About Seen Primary Function: Kuatiarembiapo Reko

Book Text: Ko logo apopyre oiporu letra serif michĩ e, mba'e geométrico ñepyrũrã ohechaukávo eyewear reko. Omoñe'ẽjeréivo umi tai, ko apopyre omoheñói peteĩ ñembojoja simétrico ohechaukáva peteĩ marco reko. Umi mba'e serif pyahu ojehechauka puente oñeñandúva ramo, ombojoajúvo umi mba'e apu'a ohechaukáva tesa ha lente. Ko sistema visual michĩmíva omoneĩ mombyrymi ojejoko'i umi mba'e apytépe, omohesakãva ha ombojojáva opaichagua tuichakuépe, michĩmíva mba'e ojehaipyre guive tuichaitéva ojehechauka peve.

The Recognition

About the A' Design Award Fiero

Seen Primary Function: Kuatiarembiapo Reko ohupyty A' Design Award Fiero, peteĩ ñehechakuaa prestigioso oñeme'ẽva diseño iporã-pe ohupytýva requisito profesional ha industrial oñeha'ãrõva creación iporã oñemoĩva-gui. Umi ganador Fiero ohechauka habilidad guasu, especialización yvate, comprensión experta ha capacidad creativa umi creador rehegua. Oñeha'ãrõ Seen Primary Function: Kuatiarembiapo Reko ha'eha creación ojehayhúva, admirada ha estimada, práctica ha innovadora. Ko diseño ohupytýva A' Design Award Fiero ombojoaju mejor práctica industria rehegua ha oguereko característica técnica competente ojoajúva conocimiento ha talento ndive. Seen Primary Function: Kuatiarembiapo Reko oñerespeta hembiapo cuidadoso rupi ha oñemoĩ ome'ẽ hag̃ua mejora calidad de vida rehegua oipytyvõva yvy ape iporãve hag̃ua.

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