Seen Utendaji Msingi: Utambulisho wa Kampuni by Nima Emamverdi

Seen Utendaji Msingi: Utambulisho wa Kampuni by Nima Emamverdi is a highly esteemed winner of the very prestigious 2026 Tuzo ya Chuma ya A' Design Award in Usanifu wa Michoro, Picha na Mawasiliano ya Kuona Competition Category.

ChumaMchoro· 2026

Seen Utendaji Msingi: Utambulisho wa Kampuni

by Nima Emamverdi

Client: Seen

Tuzo ya Chuma ya A' Design Award Winner in Mchoro Category

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Colors

The Design

About Seen Utendaji Msingi: Utambulisho wa Kampuni

Muundo wa nembo unatumia herufi ndogo yenye serifu "e" kama kizuizi kikuu cha kijiometri cha kujenga kuwakilisha umbo la miwani. Kwa kuakisi herufi hizo, muundo huu unaunda usawa wa ulinganifu unaoiga muundo wa fremu. Vipengele vya kisasa vya serifu vinabadilishwa kuwa madaraja ya kiutendaji, vikiunganisha michoro ya mviringo inayoashiria jicho na lenzi kwa pamoja. Mfumo huu wa taswira wa unyenyekevu unaruhusu nafasi inayoweza kurekebishwa kati ya vipengele, kuhakikisha usomekaji wa hali ya juu na uwezo wa kubadilika katika mizani mbalimbali, kuanzia michoro midogo ya bidhaa hadi maonyesho ya muundo mkubwa.

The Recognition

About the Tuzo ya Chuma ya A' Design Award

Seen Utendaji Msingi: Utambulisho wa Kampuni ni mshindi wa Tuzo ya Chuma ya A' Design Award, utambuzi wenye heshima unaotolewa kwa miundo mizuri inayokidhi mahitaji ya kitaalamu na ya kiviwanda yanayotarajiwa kutoka kwa kazi zilizobuniwa vizuri. Washindi wa Chuma huonyesha ustadi mkubwa, utaalamu wa hali ya juu, uelewa wa kitaalamu na uwezo wa kibunifu wa waumbaji wao. Seen Utendaji Msingi: Utambulisho wa Kampuni inatarajiwa kuwa kazi inayothaminiwa sana, kupendwa na kuenziwa, ambayo ni ya vitendo na bunifu. Muundo huu ulioshinda Tuzo ya Chuma ya A' Design Award unajumuisha mbinu bora za tasnia na una sifa za kiufundi zenye uwezo zilizounganishwa na ujuzi na kipaji. Seen Utendaji Msingi: Utambulisho wa Kampuni inaheshimiwa kwa uangalifu wake na imebuniwa kutoa maboresho ya ubora wa maisha yanayosaidia kuufanya ulimwengu kuwa mahali bora zaidi.

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