Astor Hellas, by MALVI
Brand identity design
Astor Hellas is a leading wholesale international trading company in the Greek market, based in Thessaloniki, Greece. Following the intention to relocate their headquarters and considering this opportunity as a way to update both the company’s interior and communication aspects, we were tasked with bringing an aging identity to a new era.
Being a market leading trading company we approached the new look by identifying their role as a focal point (a peak of sorts) of a much larger network and decided to focus on that aspect of their work. By analyzing their scope we tried to emphasize their importance as a central hub in a distributed network with three nodes (supplier > Astor Hellas > client), evoking visually Paul Baran’s network diagrams. Through adding nodes—and creating overlapping triangles with one common point—we wanted to illustrate the company’s position in the Greek trading market.
The simplified typography along with the triangular shapes gave us the advantage of being able to create visually interesting and engaging signage throughout the building, where needed (i.e. staircases and wayfinding), or unobtrusive and simplified where the visual clutter needed to be kept to a minimum (office spaces). The strict lines and sharp angles are also “translated” into the space itself complementing the identity and creating a strong visual bond between the two.