Tashir: Past, Present and Future in One Symbol {video}

Credits & Description:

Corporate Name of Client: Tashir Group
Agency Account Director: Emil Kotomin
Creative Director: Ed Bolton
Art Director: Kyle Tolley
Design Company: FITCH, London
Concept/Cultural Reference:
From pizzerias to power stations, we refreshed an identity to unite 200 disparate companies and celebrate Tashir Group’s Armenian heritage. One element from the original logo had to remain: a diamond.
We unlocked the wordmark and symbol to create a flexible system that could adapt to Tashir Group's diverse needs.
Cut diamond edges were used as cues in the updated wordmark letterforms, adding modern interpretations to a classic typographic style.
We created a multilayered pattern, resembling the crown of a cut diamond. The pattern is made up of three core elements.
The base pattern is one traditionally placed on Armenian cross stones, representing the company’s origins.
Eight interconnected abstract icons represent Tashir Group’s core industries.
Finally, a small diamond shape was planted in the spot that represents the latitude and longitude of Tashir, the town where the Group's story began.
The pattern can be used in parts or its entirety, depending on the context.