“Gord” is a brand rooted in the art of decoration design and furniture manufacturing, founded by a formidable Iranian female entrepreneur. The name “Gord” draws inspiration from “Gordaafarid”, a legendary heroine in “Ferdowsi’s Shahnameh”. “Gordaafarid” embodies a unique blend of the beauty and grace of a princess alongside the strength and prowess of a warrior. Similarly, Pari Malmir, the brand’s visionary leader, embodies this duality: a harmonious blend of strength, determination, beauty, elegance, and wisdom.

I was entrusted with designing the visual identity of this distinctive brand. To capture its essence, I created a visual language characterized by a striking interplay of lines—ranging from thick and bold to thin and subtle. A similar dynamic approach was adopted to mirror the dual nature of the brand’s offerings: contemporary pieces infused with elements of historical Iranian architecture, such as traditional arch motifs. This fusion of contrasting elements forms the core of Gord’s visual identity, first manifested in the brand’s monogram—the letter “G.” It features a sturdy structure, with fine, delicate lines integrated into a thick, solid one. This design language extends through the other letters of “Gord,” permeating the entire typographical and visual identity of the brand.

The brand’s visual identity is unified by a central concept: “Every house has a story, and every story has a hero.” Gord creates the “Frames of Life” that encapsulate scenes from these stories, crafted collaboratively by Pari Malmir and her customers to reflect their unique narratives. These frames manifest in various forms: sometimes as structured corners that capture moments when the design of a space reaches its pinnacle of beauty, and at other times as interwoven frames inspired by Iranian miniature painting, connecting and separating moments and events across time.

The visual elements of Gord—lines, corners, and frames—are designed to fit within a square block, allowing them to transform seamlessly into one another. These blocks can be arranged to form an architectural structure that expands both horizontally and vertically, creating a dynamic and evolving brand identity. This fluidity, along with the brand’s distinctive contrasts, proportions, and stylistic elements, is consistently recognizable across all touch points, including typography, signage, logotype, pictograms, illustrations, and other visual elements.