Shorcenter Recreational Commercial Complex

Logo Design · Brand Identity · Persian Typography · Concept Development

Shorcenter is a large recreational and commercial complex in Ardabil, Iran, bringing together retail, international brands and leisure facilities.

For this project, I developed a logo and visual identity concept that connects the commercial character of the centre with the cultural and natural identity of its location.

Inspired by Ardabil

Rather than creating a generic identity for a shopping centre, I looked at elements that make Ardabil distinctive.

The concept draws inspiration from two important landmarks of the region: Shorabil Lake and Mount Sabalan. Their natural forms — the flowing movement of water and the recognisable mountain silhouette — became visual references during the logo development process.

These shapes were simplified into graphic lines and combined with Persian typography, creating an identity that connects place, culture and contemporary commercial design.

Persian Typography in a Modern Identity

Another important influence was Nastaʿliq, one of the most distinctive traditions of Persian calligraphy.

Its flowing forms and natural rhythm provided inspiration for the typography and movement within the logo. Rather than using traditional calligraphy as decoration, I explored how its characteristics could contribute to a more contemporary Persian brand identity.

The result brings together the fluidity of Shorabil Lake, the silhouette of Mount Sabalan, and the expressive character of Persian lettering within one visual system.

From Research to Visual Concept

This project demonstrates an important part of my design process: looking beyond the final logo.

I begin by researching the brand, audience, location and cultural context, then identify visual ideas that can communicate something meaningful about them. Those ideas are simplified, tested and developed into a visual identity that can work across different brand applications.

For Shorcenter, the aim was to create an identity that felt modern and commercial while remaining connected to Ardabil and its cultural character.

Project Scope

Logo Design · Brand Identity · Persian Typography · Farsi Logo Design · Visual Identity · Cultural Branding · Retail Branding · Shopping Centre Branding · Concept Development · Graphic Design · Visual Research · Place Branding