TTL

short for "Teach and Technology Learning", is an educational organization operating in the field of architecture and technology. Given the length of the original name, I proposed using the acronym "TTL" as the primary brand identity—a direction that was ultimately adopted by the client.

The greater design challenge, however, was to create a visual identity that reflected both the Latin acronym and the client's cultural background. Through research, I discovered that the client had grown up in a traditional Iranian home and had a deep appreciation for Persian architecture. This insight became the conceptual foundation of the identity.

After studying the geometric language of traditional Iranian architecture, I identified a strong visual connection between the repeating arches found in historic Persian buildings and the letterforms of TTL. The logo transforms these architectural elements into a clean, symbolic typographic mark, creating a contemporary identity rooted in cultural heritage while maintaining clarity and versatility.

The color black was chosen to convey authority, precision, sophistication, and the meticulous approach that defines the organization's work.