Charisma Financial Group was initially registered as the first private financial institution with the purpose of asset management in the form of Charisma Basket Company in 2013. At the time of the start of the project i.e. the year…, the managers of this company planned to open new horizons for this company and in the following years to become a large financial holding company by launching various investment funds. In line with this development-oriented goal, new branding needs were felt. From Vand International Company.
He was invited to create a new visual identity with higher design capacities, which is also suitable for a potential holding company, by keeping some aspects of the company’s previous identity.
A bold decision that was made in this project was the design of the logo using the letter C (the initial letter of the word Charisma) in a simple form but different from all conventional writing forms. But the most important design point of this project was the use of red color in the logo. Red color is considered a very dangerous color for listed companies, and because it means the fall of the share value, companies generally do not come to it. Knowing this, the designers of Vand International Company suggested that the only way to differentiate in this market is to use a color that no one dares to use.
The argument of Vand’s designers was that colors by themselves have no meaning. If people see it on stock market signs, it means the fall of the share value, but in the logo of Karizma company, it only means differentiation from all financial companies.
After a decade of starting its activity, Charisma portfolio management company, by launching more than 14 diverse investment funds and opening hundreds of private portfolios, was able to receive a license to establish and start its activities from this organization as a financial holding company in the summer of 2017.The image identity created for Charisma, since it was created with detailed principles and strategies, was completely aligned and compatible with the brand development path. Also, the Charisma logo is still the only logo of Iran’s capital market that has a red color. Red color not only did not cause a negative impact on Charisma’s audience, but also gave this brand a distinctive and unique reputation.
Kaveh Karimi – Vice President of Operations and Development
Mohammad Mahdi Nasutifar – CEO
Alireza Siri – Chairman of the Board of Directors
Touraj Saberivand – Design Strategist
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It was a small portfolio company that wanted to become a bigger financial leader. Vand International Company was invited to add new visual capacities to Charisma in line with the development goals of the brand while maintaining some elements of the previous visual identity. Originally, Charisma needed a distinct design identity so that later when it became a holding, it would have an independent identity from the players in this industry.
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The logo was designed using the English letter C (derived from the beginning of the word Charisma) in a simple form but different from conventional written forms. But the most important design point of this project, which was bold, was the use of red color in the logo. Red color is considered a very dangerous color for listed companies, and because it means the fall of the share value, companies generally do not come to it. Knowing this, the designers of Vand International Company suggested that the only way to differentiate in this market is to use a color that no one dares to use.
A few years after the completion of the project, Charisma became a large holding company. The image identity created for Charisma, since it was created with detailed principles and strategies, was completely aligned and compatible with the brand development path. Also, the Charisma logo is still the only logo of Iran’s capital market that has a red color. Red color not only did not cause a negative impact on Charisma’s audience, but also gave this brand a distinctive and unique reputation.
