The challenge

Espod brings together a number of domestic and international businesses in trade, manufacturing and services. To manage and oversee them, the owners decided to set up a parent holding company, and asked TUSI to create a name and brand that expressed the organization’s strength and standing.

Our approach

Because the holding spans many industries, the name had to stand for unity, strength and order, and an Iranian identity was one of the key criteria. After field research and several brainstorming sessions, we chose Espod, meaning “the one who commands a powerful army”: it covered strength, order and unity, and its ancient Aryan roots supplied the Iranian identity. For the logo we wanted an idea with genuinely Iranian origins. Library research led us to a stucco fragment from Tepe Hesar dating from the Sasanian period. The mark also had to signal a global outlook, Iranian identity, a center of inspiration, industry and investment, and it reached its final form after initial studies and strategy sessions with the client. The logo comes in the main corporate color, in grayscale for black-and-white documents, and in a single color for stamps, embossing and gold foil.

Results

With its new name and identity, the holding, whose role is to fund, staff, equip and oversee its businesses, was able to present a unified picture of all of them.

What we delivered

• Holding name
• Logo and its color, grayscale and single-color versions
• Visual identity