Shahrzad Visual Identity
Product Strategy & Digital Brand Creation for Iran's Largest Private Theatre Complex
Project Overview
As Art Director and Product Designer, I developed the logo and visual identity for Shahrzad Theatre as a symbol of artistic regeneration and cultural continuity. The logo was designed using the Fibonacci sequence as the structural foundation — not only as a geometric guide, but as a metaphor for layered artistic growth, harmony, and evolving creative movement.
The spiral proportions were refined into a form that evokes the opening of a stage curtain, the motion of performance, and the expanding relationship between audience and space. The mark balances precision and expression — positioned between architecture, narrative form, and theatrical emotion.
Method & Design Process
- Structural exploration using Fibonacci grid and proportional modules
- Form reduction through iterative sketching and vector refinement
- Semiotic analysis to align symbolism with theatre identity
- Color theory application for emotional and cultural resonance
- Typography selection to complement logo aesthetics
- Development of brand guidelines for consistent application
This method ensured that the logo operated as both visual system and cultural symbol.
Color Palette Development
The color system was developed around three visual principles:
- Depth & contrast to support stage and performance photography
- Cultural subtlety inspired by Persian architectural tones
- Scalability across print, signage, and digital environments
The final palette prioritizes monochrome foundations with rich accent tones, allowing the performances (not the interface) to remain at the emotional center.
Cultural Considerations
This project required deep understanding of Persian cultural norms, traditional theatre experiences, and audience expectations. The design balanced modern digital experiences with respect for cultural heritage and theatrical traditions.
The final palette prioritizes monochrome foundations with rich accent tones, allowing the performances — not the interface — to remain at the emotional center.
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