TUSI services | Brand
Corporate visual identity and logo design
A corporate visual identity is a system of logo, color, typography and usage rules that presents the brand consistently at every touchpoint. TUSI designed the Tehran city brand identity for Tehran Municipality, the identity of the Datam operating system and the identity of the Iran Computer and Video Games Foundation.
A visual identity is not a logo. It is a system.
TUSI designs visual identity as a system, not a logo alone: the mark, color, typography, imagery and the rules that let a brand look like itself across hundreds of touchpoints.
Every TUSI identity starts from the brand strategy and discovery sessions, so that it carries the meaning of the brand and lasts for years, whether it is for an industrial holding, a city or a national institution.
Logo
A symbol that carries the organization’s story.
System
Color, typography and imagery that work together.
Rules
A brand book that keeps the identity consistent for years.
What we do
Logo and mark
The primary logo and its versions for every use, with a clear design rationale.
Visual system
Color palette, Persian and Latin typography, supporting graphics and the brand’s imagery.
Brand book
Documented guidelines for employees, suppliers and every unit of the organization.
Stationery and documents
Letterhead, business cards, envelopes, presentation templates and the annual report.
Touchpoints
Applying the identity to signage, spaces, the website, social media, packaging and events.
Sub-brand identities
Where needed, designing or unifying the identities of companies, departments and products according to the brand architecture.
“If nine things in a design are important, nothing is.”
When you need this
A new organization or brand
A new brand needs a professional, lasting identity from day one.
The identity has drifted
Without oversight, every unit and every supplier has applied the identity in its own way.
The identity no longer fits
The organization has grown, but its image still belongs to years ago.
Going international
The identity has to be recognizably Iranian, yet clear and credible to international audiences.
A brand book is missing
An identity exists, but its rules are undocumented and its use is inconsistent.
How we work
Discovery
Understand the brand strategy, audiences and competitors, and audit the current identity and touchpoints.
Concepts
Develop several conceptual routes and test them on real touchpoints, not just on a blank page.
Development
Refine the chosen route into a complete visual system with versions for every application.
Guidelines and rollout
Write the brand book, design the key items and support the first rollout.
Selected work
Tehran city brand identity (Tehran Municipality)
Instead of a single symbol, a mark for the city’s spirit of solidarity and constant interaction: as complex as Tehran, yet coherent.
Datam operating system (MCI)
Brand identity for MCI’s proprietary operating system, built on the idea of integration and boundlessness.
Iran Computer and Video Games Foundation
Unifying the visual identity of the body that oversees Iran’s games industry: rooted in Iranian culture and clear to international audiences.
Frequently asked questions
What does a visual identity include?
A complete visual identity usually includes the logo, colors, typography, imagery, stationery and corporate applications, all documented in a brand book.
What is the difference between a logo and a visual identity?
A logo is only one part of a visual identity. The identity is a system of logo, color, typography, imagery and usage rules that makes the brand look consistent at every touchpoint.
What is a brand book and why do we need one?
A brand book documents how to use the identity. Without it, every unit and every supplier applies the identity in its own way, and the brand slowly loses its shape.
Can an identity be designed without a brand strategy?
It can, but the risk is high. An identity not built on a clear position and message is usually judged on taste and dates quickly. If the organization has no written strategy, TUSI proposes a short strategy phase before design.
Does our current identity need to change completely?
Not always. A gradual redesign or a unification of the current identity often preserves the equity of years in the market. An initial audit makes that decision clear.
What files and documents do we receive?
Final logo and visual system files for print and digital, the brand book, and ready-to-use templates for key items that internal teams can work with.
How are fees for visual identity design set?
Fees are set after the discovery meeting and confirmed in the proposal. They depend on the scope of the identity (a logo only, or a full system with a brand book), the number of brands and sub-brands, the number of touchpoints and items, and whether a strategy phase is needed first.
Why TUSI for visual identity design?
Three reasons. Identity work for organizations and national institutions such as Tehran Municipality, MCI and the Iran Computer and Video Games Foundation. Identities built on brand strategy rather than taste. And a complete, documented system with a brand book that internal teams can rely on for years.
Related services
What does your organization’s visual identity say today?
In an introductory meeting, we review your organization’s brand together and map out a recommended path.
