Re-brand all aspects of the business. The branding includes a refreshed and modernised Odyssey ship logo and custom made pattern.
Odyssey is a family run business based on the island of Poros in Greece, established in 1994. They have a complex of 11 apartments as well as a bistro and offer a range of activity options.
Overriding themes are a sense of quality and friendliness and contemporary “Greece”, not using overly cliché Greek visuals.
Web images and copy TBC.
Greece has a very strong visual identity and as a result there is much inspiration to be drawn from when creating a Greece based brand, especially in the hospitality sector.
If you are holidaying in Greece there are certain expectations you will have: delicious fresh food, clear skies, blazing sun, translucent seas and the feeling of belonging that comes with the warm Greek culture to name but a few.
These things embody Odyssey, especially the latter, where you arrive as a guest and leave as a friend.
The problematic flip side to Greece’s strong visual identity can be the overuse of certain elements, such as an “ancient Greek” style font or meander border.
The challenge was therefore to clearly communicate “Greece” in a more contemporary style, avoiding overly clichéd Greek visuals.
Think of Greece and there are two main colours that will come to mind. I chose shades of blue and white as the palette to reflect clear blue skies, azure seas and the white washed buildings of Greece.
Odyssey is named after Odysseus; the legendary Greek king of Ithaca and the hero of Homer’s epic poem The Odyssey. They have used a stylised version of his trireme (an ancient vessel) as their logo since establishment, so instead of starting from scratch and scrapping the 20+ years of visual identity already built up by the business, I decided to modify and modernise the logo.
Sketching out the new logo with pencil and paper I realised it needed to look much more streamlined so I removed any unnecessary elements (oars/mast/rope) and kept it to just two: the ship body and sail.
I then created the final version in Illustrator tweaking the dimensions to create a more harmonious ratio between them.
I wanted the typography to marry high quality service with “arrive as a guest and leave as a friend”. Partnering a modern sans-serif typeface with a dash of a warmer hand-drawn font communicates luxury and quality, but also friendliness and hospitality.
Pattern has been used as a design element extensively throughout Greek history and I wanted it to be a major part of this branding. Once again I wanted to avoid the more obvious Greek motifs. The pattern I created is loosely based on the Greek “evil eye”, a more subtle nod to a mainstay of Greek symbolism.
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