The Philosophy Behind the EMAMI CORP Brand
Emami Factory was founded in 2010 with the formation of a three-member board of directors, all holding advanced academic degrees. With their collective knowledge and vision, they succeeded in obtaining an official production license. By relying on the valuable experiences of the founders and their registered production patents, the factory introduced a production line in partnership with a German company. Based on this, the factory’s main outputs were new types of chemical and organic fertilizers. Since the production method used advanced and entirely new equipment, it fundamentally transformed the fertilizer manufacturing process, introducing a revolutionary style of production.
This is why the factory chose “Root” as its brand identity. The word "root" refers to two meanings:
- a main organ of plants that greatly influences their health, growth, and productivity.
- It symbolizes the deep structural change in the fertilizer industry brought about by this innovative approach.
The EMAMI CORP trademark is built around three main pillars in its design, representing the three founders. The offshoots and branches extending from these pillars reflect the expansion of teamwork and the growing number of employees involved in the company’s mission.
The word “EMAMI” is derived from the family name of the company’s founder, Sayed Ali Emami, and the word “CORP”, short for Corporation, emphasizes the importance of teamwork and collective effort in the company’s operations.
The EMAMI CORP ‘s slogan is:
“Have Roots in Thought”, which reflects the company’s commitment to scientific engineering of production processes, free from corruption, dependency on foreign sources, or unethical shortcuts. “Have Roots in thought” stands for a philosophy grounded in local scientific knowledge, enriched by hands-on experience and the integration of modern expertise in production.
Color Symbolism in the Brand
The logo uses three main colors, each carefully selected to convey a message:
- Gold: A symbol of wealth, brilliance, and abundance, inspired by the golden heads of wheat.
- White: While technically not a color, white symbolizes purity, perfection, simplicity, self-sufficiency, and a fresh beginning. In ancient Persian literature, white is regarded as a sign of integrity and renewal, perfectly fitting for the start of a new and honest technological path.
- Silver: Inspired by the moon, silver signifies intelligence, knowledge, innovation, and foresight. In the world of agriculture, there’s a plant called Sorghum, often referred to as the “camel of plants” in scientific literature. This nickname is due to the silver-colored hairs on the back of its leaves. During drought, instead of absorbing sunlight, the plant uses a physiological mechanism to rotate its leaves, exposing the silver undersides to the sun. These fine hairs reflect light rather than absorb it, helping the plant resist heat and conserve moisture. The silver color in the EMAMI CORP’s logo was chosen to symbolize the reflection of positive energy — a message of peace and goodwill.
Cultural and Geographic Elements
In the Persian script of the word “Emami”, the design of the letter “M” resembles both the dome of Shah Mosque in Naghshe Jahan square and the arch of Khaju Bridge — two architectural symbols in Isfahan province, which is the location of the company.
All of these design choices in the brand were made to reflect the company’s loyalty to Iran and cultural roots in Isfahan. At the same time, they present a vision of localized innovation and a commitment to modern scientific thinking, with the aim of raising Iran’s name in international forums.