HERT — Graphic Design & Marketing

Beyond the noise.
This is where rules end.

Design Studio · 2026

HERT — Studio Identity

شهر هِرت — a place where conventional rules end. We kept the freedom and removed the disorder.

Self-initiated project

HERT — Studio Identity — The studio’s own identity — a Persian expression for a place without rules, rebuilt as a design position.
Client
HERT
Year
2026
Location
Dubai, UAE
Sector
Design Studio
Services
Brand Strategy · Naming Rationale · Visual Identity · Brand Book · Digital Design

The name

Shahr-e Hert

In Persian, شهر هِرت — Shahr-e Hert — describes a place where the rules no longer apply. It is usually said with disapproval: somewhere disordered, unpredictable, ungoverned.

We took the first half of that idea and left the second. HERT is a territory where inherited convention is not binding — but where every final decision is deliberate. Freedom in the process. Precision in the outcome.

Brand book cover — the Persian هرت logotype above the HERT wordmark and the line Beyond the noise.
Brand strategy spread — mission, vision and essence set against a curved concrete interior with a red disc.

Brand book — cover and strategy

Logo system spread showing the primary Persian logotype, secondary Latin lockup and the diamond submark.

The system

One mark, three registers

The primary mark is Persian calligraphy carrying two red diamonds — the brand’s only ornament and its smallest unit. The Latin lockup exists for international application. The submark reduces the whole identity to two marks and a rule.

Clear space is defined by the height of the diamond. Minimum sizes are fixed at 26mm and 15mm. There are no alternate versions, no stacked variants, and no exceptions.

Colour palette spread — Charcoal #111111, Hert Red #B3000E, white and neutral grays with Pantone references.
Typography system spread — Neue Haas Grotesk primary, Manrope secondary, and the full type hierarchy.
Imagery and graphic elements spread — architectural photography direction and geometric conceptual marks.
We enter chaos so you don’t have to. We navigate complexity. We uncover the pattern. We remove everything unnecessary.

HERT brand manifesto

Application examples — business card, website, proposal deck and social media system.
Brand manifesto spread — Beyond the noise. This is where rules end. Nothing more, nothing less.

Applications and manifesto

Core colours
Charcoal #111111 · Hert Red #B3000E · White #FFFFFF
Typography
Neue Haas Grotesk · Manrope
Deliverables
Strategy, naming rationale, logo system, colour, typography, imagery direction, brand book, digital

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