In pursuing this project, our mission was to craft a quintessential brand (naming and visual identity) for a nascent Armenian company, dedicated to creating loft furniture. We named the brand “Torq,” in honor of the fabled Armenian knight, Torq Angegh.
Legend has it that Torq Angegh “splits limestones by hand, cuts them, and carves eagles on them with his nails,” so it was only fitting that our brand exudes strength and durability like the character of Torq Angegh. The name itself, Torq, boasts a powerful pronunciation, that transcends borders and cultures, making it unforgettable for any international audience.
Our logo, a seamless fusion of the Bauhaus style and Torq’s unbridled strength showcases the legend’s influence, with carved-out serifs and angled letters, as if they were hewn by Torq Angegh himself. The primary color featured in our brand’s palette is the verdant hue of avocado green, inspired by the eco-friendly loft style of the 1960s and 70s. Green was the color of choice for household items, symbolizing an affinity for nature. Our brand also features the enigmatic shade of purple, representing creativity, completing our unique brand’s story.