Branding

Established in 1989, Seraj Sanat is one of Iran’s leading manufacturers of metal and wood cutting tools, specializing in producing circular saw blades for a variety of metal, wood and food applications as well as heavy machinery. With an established track record, the company has consistently been involved in exporting, regularly working with a number of leading companies in Europe and across the globe.

Despite its history and importance in the industry, SERAJ SANAT felt that its branding, which had been developed years ago, did not reflect its professional standing. Doing business with some of the most reputable international companies in its field, it needed to present itself correctly to its international counterparts, and elevate its branding to a more professional level in order to compete and do business on a global scale.

Therefore, it approached Roo Studio requesting a brand overhaul. Similar to most established companies in need of rebranding, Seraj Sanat’s executive team was also apprehensive about change and how it would affect their brand recognition.

Together with SERAJ SANAT, we worked on a strategy that would work for the brand without sacrificing brand recognition. Seraj Sanat has a wide range of stakeholders from factory employees working in remote areas in Iran to business owners leading factories in Germany. It was therefore crucial to develop a concept simple and recognizable enough for the audience to instantly connect and resonate with. Since the company is active in manufacturing and heavy industries, we decided to convey the idea of power, which was also inherent in the company’s previous branding.

We were inspired by Helvetica Black font, which conveys a sense of power and authority. We modified it to arrive at the logotype that is easily legible and recognizable while communicating a sense of power. To draw inspiration for the logo, we examined the different cutting tools and circular saw blades that Seraj Sanat’s business is rooted in. When simplified, the blades have different forms and patterns; some entail organic forms such as waves while others resemble abstract geometric shapes.

WE ARRIVED AT THE POWERFUL AND YET SIMPLE FORM OF A TRIANGLE THAT FOR US WAS THE MOST SIMPLIFIED, AND RECOGNIZABLE FORM IN ALL THEIR BLADES. 

This shaped the basis for our logo.

To draw inspiration for the logo, we examined the different cutting tools and circular saw blades that Seraj Sanat’s business is rooted in. When simplified, the blades have different forms and patterns; some entail organic forms such as waves while others resemble abstract geometric shapes.

We arrived at the powerful and yet simple form of a triangle that for us was the most simplified, and recognizable form in all their blades. This shaped the basis for our logo. With a rich blue color as the main primary color in our palette, we further conveyed a sense of authority and supreme quality. Next, Seraj Sanat’s stationary and communication materials were developed. We photographed their products to design a catalogue.

This catalogue was intended to introduce the brand as well as its products to the company’s international stakeholders. After doing research and developing the concept, we decided to draw inspiration from the various textures associated with the company’s business, such as metal and wood. We designed a PREMIUM CATALOUGE that creatively employed multiple techniques in printing and binding to evoke these textures. This helped present the company and its range of products as best as possible and instantly make an impression on the audience.