When I first started this business, several people suggested that I take the Persian/Arabic script off the logo. They were well-meaning — they said people wouldn’t understand it, that people were not ready, or that it might even frighten people. Someone even asked me what the "scribbly, sanskrit" was supposed to be.
But it was never a question for me.
What I knew then, and what I know now, is that showing up as our authentic selves matters — in all our specificity.
I have always felt that beneath everything that appears to divide us, there is something deeper that connects us — something unshakeable. And despite, or perhaps because of the chaos we are experiencing, a consciousness of our interconnectedness is emerging. Supporting this albeit slow but necessary awakening in some small way has always been a part of my mission with aziz.
That’s why the English and the Persian are married together in the logo.
If you read Persian, you’ll notice that the dots of the “Y” in aziz are married to the “I” in the English word. That detail was always going to stay, because it sits at the very core of what this brand is about.
It might seem illogical, but I have hope. A new thing is blooming, and we are ready to see one another as dear, precious & beloved.
And in my experience, what has actually happened is the opposite of what was warned. Because our bags don’t show the product, the logo is what people meet first, and it draws them in. Sometimes it’s curiosity, sometimes solidarity, and sometimes it’s the feeling of seeing their culture reflected back. In its own quiet way, it seems to be beloved.
Here's to a world emerging from darkness.