"Shedia" is the only street magazine in Greece and member of International Network of Street Papers-INSP. The magazine is available on the streets of Athens and Piraeus and sold by certified sellers who come from socially vulnerable population groups: homeless, unemployed, and generally people who live below the poverty line. From the selling price of the magazine (3.00 euro) the 50% (ie 1.50 euro) goes directly to the seller.
"Shedia" wants to emphasize in it's identity that this kind of selling is not begging on the part of the seller but an act of strength and will, and accordingly is not an act of charity on the part of the buyer, but solidarity. Still, the reader should extricate himself from the perception that he will read a magazine with themes tied to social concerns, since the "shedia" magazine is an indepedent contemporary magazine with various themes throught the prism of optimism and humor.
For these reasons we chose to design a branding identity that does not focus on the people and the way they sell the magazine, since we expect from the buyers to wish it mainly for the content, regardless of the social contribution that this entails. "Shedia" means "raft" and so we focused on the meaning of the word to design the logo. So, the logo consists of waves which have been designed as origami and we have avoided anything that would cause feelings of pitty or guilt.