SYRIA
Brand Identity e Corporate Design
Visual identity for an interior designer
Geometry of one’s personality
Visual translation
INTRODUCTION
Creating the visual identity for Syria Vannini, an interior designer, was a deep exploration into the core of her professional personality. My goal was to translate into graphic form the essence of someone whose absolute pillars are precision, punctuality, and calm. I invested great passion in this project, seeking to capture not only the aesthetics, but the true essence of her working method—meticulous and focused, never overlooking even the smallest detail.
METHODOLOGY
The creative process took shape starting from a strict geometric framework used to outline the initial of the name, the letter “S”, a symbol of order and reliability. To represent dedication to work, I studied the etymology of the word “punctual,” derived from the Latin “punctus.” This concept was translated into the insertion of a central dot within the pictogram, a beating core symbolising the brand’s unwavering punctuality and its ability to always get straight to the heart of every project.
However, this rigor needed a grounded, calm, and reassuring soul. For this reason, I softened the edges to remove any excessive rigidity, introducing a sense of natural tranquility through curves that embrace a modern, harmonious, and highly legible design. The typographic choice fell on the Figtree typeface, clean and bold, to maintain a clear and direct tone. The entire system lives within the chromatic elegance of black and white, a pure expression of refinement.
TREND
To crown this visual identity, I developed the tagline: **“Not the product, but the trend.”** This is not merely a catchy phrase, but a statement of intent for a brand that does not aim only to offer a service, but aspires to set the rules by standing out through superior quality. I put my full commitment into creating an authentic strategic direction, capable of positioning the client’s identity as a definitive reference point for competitors in the interior design industry.
