Anniversary of the Armenian Genocide
A new identity and campaign marking the centennial of the first genocide of the 20th century.
The Armenian Genocide was the systematic destruction of 1.5 million Armenians in 1915—an event that continues to shape Armenian identity today. It represents a loss of life, and an enduring legacy of cultural resilience that persists across generations.
In partnership with the Fresno State Armenian Studies Program, the project marked the centennial through an awareness campaign that included a new identity designed to serve both the campaign and future initiatives.
A symbol of the unextinguishable Armenian spirit
The mark is inspired by the Armenian Wheel of Eternity, a historic symbol representing life and the enduring spirit of the Armenian people.
By incorporating a rising flame, drawn from the Tsitsernakaberd Armenian Genocide Memorial in Yerevan, the mark becomes a symbol of eternal remembrance.
Symbol and type, aligned
The wordmark is directly inspired by the form of the flame symbol. Subtle curves and tapered strokes echo the swirling motion of the mark, allowing the typography to feel like a natural extension of the symbol.
Framing with flame
The flame graphic is used as a design element, acting as a container to highlight imagery and guide the viewer’s focus. Pairing a classic serif with the flame form creates visual interest while maintaining a sense of reverence.
A lasting tribute to remembrance and reflection.
As part of the centennial, a monument was commissioned, designed by local firm Paul Halajian Architects, and installed at Fresno State. It serves as a permanent place of reflection, honoring the lives lost and the enduring legacy of remembrance.
Designed to adapt
The various logo configurations provide flexibility across applications, ensuring clarity and consistency at any scale—from apparel and tote bags to pins.
A lasting language of remembrance
The identity extends beyond the centennial, creating a lasting visual language of remembrance. It balances restraint and expression to honor history while supporting reflection, education, and awareness.
