Anniversary of the Armenian Genocide

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.

A logo system that ensures clarity in every context

Multiple configurations—including horizontal, stacked, and simplified lockups—ensure the identity adapts seamlessly across print, digital, and environmental applications.

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.

Designed for everyday use

The identity extends across a range of items—from apparel and tote bags to pins—using a simplified mark that remains clear, subtle, and recognizable at any scale.