The Street Photographers Foundation (FDN) commissioned Parsi Studio to develop its visual identity, with the goal of capturing the energy and character of the street. The logo was developed from the visual language of pedestrian crosswalk stripes, which naturally formed a distinctive geometric structure for the mark. The “STREET PHOTOGRAPHERS” wordmark was set in Helvetica and refined through adjustments to letter proportions and curves. The same visual language was later extended to the Tehran Photo Festival logo by incorporating the Azadi Tower into the crosswalk structure. I also redesigned the layout of the foundation’s book, developing a more cohesive visual system across its publication. Street Photographers Foundation Logo Context The Street Photographers Foundation (FDN), after beginning its activity in Iran, approached Parsi Studio for logo design. Masoud Gharaei, the founder, wanted a logo that would convey the feeling of the street. Process At Parsi Studio, we prepared for an ideation session. As usual, the first round of ideas came out — ideas that, more often than not, aren’t the strongest ones. After the session, I began sketching and developing them further. What’s interesting is that the logo now in use came from one of those very first ideas — the kind that’s usually the weakest. But this time it was different: it was as if pedestrian crosswalk stripes had been made specifically for this logo — everything we were looking for seemed to already be hidden inside those lines. That’s when I realized first ideas aren’t always the worst ones. The logo was designed around this concept. For the «STREET PHOTOGRAPHERS» wordmark, we used Helvetica, adjusting only the curves and letter lengths to reach the result we wanted. Later, Masoud Gharaei also requested a logo for the Tehran Photo Festival. Keeping the same visual language and rules of the crosswalk stripes, this time we incorporated Azadi Tower — the symbol of Tehran — into the design. The result was a project Masoud Gharaei was genuinely happy and satisfied with. Logo Design
Street Photographers
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