Brand Identity: Asan Tarkhis

Overview: Crafting a Unified and Timeless Identity Asan Tarkhis, with nearly 50 years of expertise in customs clearance, imports, exports, and expert consultancy, required a brand identity that would reflect its professionalism, innovation, and nationwide reach. Transitioning from its original name, "Yazd Tarkhis," the rebranding aimed to eliminate misconceptions about its geographical limitations, establishing Asan Tarkhis as a trusted leader in customs and trade services across Iran.

Logo Evolution: A Story of Precision and Purpose

The evolution of Asan Tarkhis’s logo represents the company’s growth from a regional service provider to a national leader. Inspired by road markings and pathways, the logo highlights the company’s commitment to simplifying customs processes. Its geometric and minimalist design, combined with a black-and-white palette, conveys trust, clarity, and professionalism, while ensuring adaptability across various media and platforms. Additionally, the use of the letter “A,” representing the first letter of the company’s name, and its resemblance to a road, symbolizes Asan Tarkhis’s guiding and facilitative approach in this field.

Mood Board: Setting the Tone for Excellence The mood board defines the visual language of Asan Tarkhis. Combining minimalistic design elements, clean lines, and a professional aesthetic, it reflects the company’s commitment to efficiency and reliability. Neutral tones and geometric patterns reinforce the brand’s focus on providing seamless and trustworthy services.

Deliverables: A Comprehensive Brand Identity The brand identity was developed across multiple mediums to ensure consistency and versatility:

1.Stationery Set Mockups:

Components: Letterhead, business cards, notebook, branded pen. Purpose: Professional and cohesive visuals for all client-facing interactions.

2.Color Palette and Typography

Primary Colors: Black (C: 0, M: 0, Y: 0, K: 0) – Representing strength and professionalism. Light Gray (C: 2, M: 1, Y: 1, K: 2) – Adding balance and neutrality. Dark Gray (C: 75, M: 68, Y: 67, K: 90) – Reflecting sophistication and reliability.

Typography: 

Arial Bold for English, Yaqoot, and IranNastaliq for Persian text, balancing modernity and tradition.

3.Brand Guidelines (16 Pages):

Instructions for logo usage, safe zones, color application, and typography. Guidelines for maintaining brand consistency across print, digital, and promotional mediums.

4.Digital and Promotional Assets:

Website Landing Page Mockup: Clean and user-friendly design for effective navigation. Mobile Mockup: Showcasing seamless application of the brand on digital platforms. Mug and Lanyard Mockups: Everyday items that enhance brand visibility. Event ID Cards: Ensuring a professional look at industry events and gatherings.

Aesthetic Direction: Minimalism Meets Functionality The design approach centers on creating a minimalistic and functional identity that reflects Asan Tarkhis’s core values. The balanced use of black and white enhances clarity and adaptability, while geometric elements reinforce the brand’s connection to transportation and trade.

Additional Notes on Application: 1.Logo Usage:

Black is used on light backgrounds, while white is applied on dark ones, ensuring maximum readability. Safe zones around the logo ensure visual clarity in all applications.

2.Adaptability Across Sizes:

The logo retains its readability and impact even in small sizes, such as business cards or digital icons.

3.Color Application:

Consistent use of colors across print (CMYK) and digital (RGB) platforms highlights professionalism and enhances recognition.

Outcome: A Distinct and Comprehensive Brand Identity This project delivers a cohesive identity for Asan Tarkhis, incorporating its rich history, core values, and forward-thinking approach. From stationery and digital platforms to promotional items, every element reinforces the brand’s commitment to simplifying trade and empowering businesses.