Didnegar sells professional cameras, lenses and filmmaking equipment, both online and in a physical shop. The name joins “didan”, to see, and “negar”, a picture. The store already had a logo, but it felt like a stock camera icon and gave the brand little to build on, so I redesigned the whole identity.
The idea comes from the three basic lens types: macro, normal and tele, and from the three things a creator works with: image, sound and light. The new logo is three ovals of different widths, one for each lens, set next to a custom Persian wordmark with a matching Latin version. The colour system is carbon black, flame orange and a warm shell white, with cobalt and a sunlit yellow as support. Around the logo I designed a graphic system: patterns made from the ovals and the lettering, rounded boxes that stack like a viewfinder grid, framing brackets, a set of line icons and the banner layouts for the shop.
Five stores, nearly one look.
Before drawing anything I looked at the stores Didnegar competes with, online and in person. Four of the five use a camera or a shutter as their symbol, mostly in blue and red, and the fifth is lettering only. It is a crowded field where the logos look alike.
Logos belong to their owners and are shown here only for comparison.
It began with a pencil.
Before anything on screen, pages and pages of small drawings: the letter D from the name, an eye, a lens, a camera, a flash, a frame. Then pen and marker for the Persian lettering of the name, tried again and again until a shape felt right.
Five directions, and the one that stayed.
I took the ideas that held up to the client as five logo proposals: a D with an eye, a D inside a frame, a flash-like star, a D with a flash, and three ovals.
The fifth, three ovals, is the one that grew into the identity. It comes from the three basic lens types, a wide gaze narrowing to a focus, and the change in size gives the mark movement and growth. The three ovals also stand for what the store sells: image, sound and light. And it is flexible: it can sit in a frame or stand alone beside the name.
Three lenses, three ovals.
The store already had a logo, but it was a stock camera icon. The new mark is three ovals of different widths on one baseline: a lens seen from the front, then squeezed. A custom Persian wordmark and a matching Latin one sit beside it.
Three lenses, one scene.
The ovals are not decoration. Each one is a lens: macro, normal and tele. Pick one and the same picture changes the way a real lens would change it.
Tap the photo for the next one
Three lenses, three kinds of photo
About what the eye sees. Natural distances, a scene as you would stand in it.
- Distance to the subject
- A few metres
- Field of view
- Like the eye
- Best for
- Streets, portraits, everyday life
Drag the dot to move the subject: far away, in the middle, or close. The narrower the cone, the more the lens zooms in.
Photos from Unsplash and from the project's own photo folder.
One unit rules it.
Every width comes from a single unit. The ovals are 4, 8 and 12 units wide, with a gap of one unit, and all of them keep the same proportions wherever the logo goes. These are the construction drawings from the guide.
What does that mean for your medium?
- The mark alone, or either stacked version5%
- Persian wordmark alone7%
- Persian logo with the ovals10%
- Latin wordmark alone12%
- Latin logo with the ovals15%
At least this long, never smaller. Make it larger whenever there is room.
Instagram and other circular avatars
Profile pictures, for Instagram and any circular avatar
Carbon, flame and a warm white.
Three primary colours carry the brand: carbon black, flame orange and pearl, a warm shell white. Two secondary colours support them: cobalt blue and ray yellow, the colour of light itself. Each colour has a scale from deep shade to pale tint, and there are gradients that blend two of them.
Try it: hover any oval to read its colour, tap to copy the HEX.
The same gradients as in the colour guide, on the logo’s own mark.
Rules that keep it recognisable.
A logo only works if it always looks the same. The guide lists which colours may sit on which, shows the gradient versions for dark and coloured backgrounds, and names the mistakes to avoid.
Only these pairs are approved. Each one is a colour the guide shows on that background.
One typeface, round or regular.
For the store’s text I chose Bonyade Koodak, which comes in two cuts: a round one and a regular one. The brand is free to use either, so it is not only the round cut. The type guide fixes four weights, each with its own role, and gives sizes and line spacing for the web, social media and print.
Type your own text on the line. Press Enter or click a line below to change the sample.
Web · desktop
Page width 1024 px and more
- دیدنگار Main messageBanner and campaign message 48 / 64 pxBlack
- دیدنگار HeadlineA short, large sentence 40 / 60 pxLight
- دیدنگار Page titleMain title of the content 36 / 52 pxBold
- دیدنگار Section titleStart of a new section 28 / 40 pxBold
- دیدنگار Small titleA short part inside the content 22 / 32 pxBold
- دیدنگار Body textDescriptions and articles 16 / 28 pxRegular
- دیدنگار Helper textNotes and captions 14 / 24 pxRegular
For the main message choose Black or Light, and never both as the main headline at the same time.
Web · mobile
Page width under 1024 px
- دیدنگار Main messageBanner and campaign message 32 / 48 pxBlack
- دیدنگار HeadlineA short, large sentence 32 / 48 pxLight
- دیدنگار Page titleMain title of the content 28 / 40 pxBold
- دیدنگار Section titleStart of a new section 24 / 36 pxBold
- دیدنگار Small titleA short part inside the content 20 / 32 pxBold
- دیدنگار Body textDescriptions and articles 16 / 28 pxRegular
- دیدنگار Helper textNotes and captions 14 / 24 pxRegular
Keep body text at 16 px. If a headline does not fit, set it on two lines.
Social · post
Design file 1080 × 1350 px
- دیدنگار Main messageOne short message 104 / 136 pxBlack
- دیدنگار HeadlineReplaces the main message 88 / 128 pxLight
- دیدنگار Second headlineEmphasis after the main message 64 / 92 pxBold
- دیدنگار DescriptionOne or two sentences 44 / 68 pxRegular
- دیدنگار Product nameModel or product name 44 / 68 pxBold
- دیدنگار Short textLabels and small information 32 / 48 pxRegular
- دیدنگار Call to actionView, buy or continue 40 / 60 pxBold
One main headline, one short description and one call to action are enough.
Print · brochure
Portrait 210 × 297 mm
- دیدنگار Main messageCover and section start 38 / 54 ptBlack
- دیدنگار HeadlineA short display sentence 32 / 48 ptLight
- دیدنگار TitleSection or article name 30 / 44 ptBold
- دیدنگار Second headlineInner part of an article 20 / 30 ptBold
- دیدنگار Body textDescriptions and articles 12 / 20 ptRegular
- دیدنگار Small noteCaptions and notes 9 / 14 ptRegular
For a brochure or catalogue held in the hand, set long text in Regular.
Spacing, by example
The orange bands are the guide's minimum gaps
Desktop 40 px between independent sections, 32 px on mobile. 16 px between a headline and its text, and between paragraphs.
32 px from a headline to the next text, 24 px from the description to the action.
12 pt from a headline to its description, 6 pt between two paragraphs.
Ovals, rings and boxes.
Around the logo sits a small set of graphic parts, all taken from the camera. Patterns repeat the ovals and the lettering. Broken rings borrow the shape of a focus ring. Rounded boxes stack like a viewfinder grid, and their length is free to change. The icons are drawn as plain lines of one thickness, with the detail taken out.
Focus rings
A circle broken into four arcs, wide or tall.
- Round
- Wide
- Tall
- Narrow
In use, from the guide
Ovals
Three ovals, squeezed and stretched, in either direction.
- Large to small
- Small to large
- Small, large, mid
- Mid, large, small
In use, from the guide
Icons
Plain lines of one thickness. Each icon works on every colour of the palette.
- Site black
- Flame
- Cobalt
- Ray
- Pearl
- Site black
- Flame
- Cobalt
- Ray
- Pearl
- Site black
- Flame
- Cobalt
- Ray
- Pearl
- Site black
- Flame
- Cobalt
- Ray
- Pearl
- Site black
- Flame
- Cobalt
- Ray
- Pearl
Build a banner
On didnegar.com, rows of boxes sit under the main banner as shortcuts to the store, the magazine and the academy. The boxes are the system's building block: any order, any length, any number. Try one.
- 1Tap a box to place it in the row.
- 2Drag a box to change its place.
- 3Tap a placed box to take it out.
In use, from the guide
Your row is empty. Tap a box below.
The yellow lines are the guides of the row.
The identity, live.
The new identity is now running on didnegar.com. The logo and flame orange sit in the header and the buttons. The three ovals, the focus rings and the boxes appear in the banners and under the products.
Three lenses, one eye.
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