Case Study / Destination Branding
Agency: Freelance
Location: Kavala, Greece
Creative Field(s): Art Direction, Logo, Identity System
Year: 2015
Making an Ancient City Ready for Future Challanges
Kavala (Greek: Καβάλα) is a city in northern Greece, the principal seaport of eastern Macedonia and the
capital of the Kavala regional unit. It had been founded 700 B.C. by settlers from the nearby isle of Thassos. It is often called 'Η γαλάζια πόλη' which means 'The Cyan City'. During the more than 2500 years of it's existence, Kavala has been ruled by the Romans, renamed by the Byzantians and occupied by the Ottomans - resulting in the diverse culture and architecture it has today.
capital of the Kavala regional unit. It had been founded 700 B.C. by settlers from the nearby isle of Thassos. It is often called 'Η γαλάζια πόλη' which means 'The Cyan City'. During the more than 2500 years of it's existence, Kavala has been ruled by the Romans, renamed by the Byzantians and occupied by the Ottomans - resulting in the diverse culture and architecture it has today.
Investigating on it's history and todays perception amongst tourists as well as inhabitants I decided to use
a shield-shaped logo containing it's best known landmark that has withstood the trials of the past and has been a consistent part of the city throughout it's history - the Aqueduct - and the sea that has influence on todays infrastructure and people everyday life.
The new identity is centered around the logo that allows for different entities and organisational bodies to include their name to maintain visual consistency. Minimalistic illustrations using the same visual style are used to identify landmarks and sights.
The New Brandmark
My goal was to create a minimalistic brandmark that still conveys Kavala's heritage, rich history and identity. I chose to depict the ancient aqueduct (Greek: Καμάρες, which means "arches") which is the citie's primary landmark and has endured Kavala's eventful history; The sea, which had, and still has, a great influence on people's everyday life. I then combied those two elements inside the shield, which stands for the endurance over the years.
Supporting Brand Assets
In order to emphasize the cities beautiful architecture and interesting spots - as well as to add interest I have illustrated some of the cities remarkable venues. These illustrations might be used as supporting imagery wherever needed.
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