Today’s cafe restaurant has a lively atmosphere. The brand manager is someone who is famous for playing tennis. He is a humorous person. That’s why the forms had to be shaped in a way that also showed humor. Today’s cafe restaurant customers are teenagers who are completely up-to-date in terms of spirit and do modern sports. In (today) everyone is joking and laughing. The logo has to be cool. Because all the people who are the audience today are the cool people of society. That’s why soft and smiling forms were formed. I wanted the writing to be Persian, which made this somewhat difficult. But in the end, a typography and a symbol were formed that were appreciated by both the audience and the brand owner. And the logo symbol was able to attract attention like an exclamation mark. To create lively spaces, I had to create a background that could convey the brand’s passionate feeling from a distance. Minimal but cool. I wanted to use Persian letters in a way that we see in trend writings today. The audience of the cafe restaurant (emrooz) is a spectrum of society that has lived happily. Whether it is children, teenagers or even those who are elderly. Old school culture is still attractive. I tried to help form this identity by enhancing the yellow color of the images and the red and cream colors. The relationship between forms and the personality of the brand manager is very serious. Perhaps brand managers will never be able to convey what they want. It is the designer’s duty to be able to intelligently understand the brand’s mentality from the words and behaviors of the brand manager and portray it. The deeper this understanding becomes, the more purposeful the forms are formed. This is not something that can be achieved easily.