Global retail and brand consultancy FITCH has developed a new brand identity for Tashir Group in its first rebranding since the company was founded in 1999.

The new logo is an intricate multi-layered pattern, telling the story of Tashir Group’s past, present and future. At its base lie eight icons representing the eight core industries Tashir Group is active in today: development, finance, construction, manufacturing, energy, retail, restaurants and entertainment – a world full of opportunities. Connecting the angles, the base is covered by a circular pattern that is traditionally placed on Khachkars, Armenian cross stones. The sign of eternal life, it symbolises eternity and continuity – the element is mindful of the company’s heritage and reflective of its philosophy of stability and drive. The word mark that accompanies the symbol is based on a custom-built font with sharp diamond-inspired serifs.