Page 123 - ATHENS RIVIERA JOURNAL 2024

ATHENS RIVIERA JOURNAL
F rom an early age, George Pytharoulis loved design,
influence

fashion, photography, and anything related to aesthetics, his
natural inclination towards the visual arts shining through.
He formalized this love by studying graphic design in both
Athens, Greece and London. His relationship with images
is very unique. Εveryday things act as stimuli to his mind to
create new worlds and a new perception of reality. His love
of music entered this creative mix. His sources of inspira-
tion include walks along the centre of Athens, interesting
architecture, imaginative outfits, classic movies by the likes of Hitchcock, and
suspense books. On Sundays, you’ll find him wandering the streets with his Po-
laroid camera in hand or drawing and exploring new designs and techniques.
With your experience as a designer and concerning the creation of corporate
identity, what are the strongest elements you would display if you were brand-
ing Greece, our country?
Light as a source of energy, inspiration, and hope that connects the present, past,
and future, a widespread light, this is what I think describes Greece. It’s a light
that comes from our history, our civilization, and the people of this land, where,
I’d like to believe, kindness, generosity, and humanity still prevail. Cultural, his-
torical, and societal values that hold from generation to generation and evolve
through new perspectives and stimuli. Greece’s strength is singular, even though
it hasn’t revealed itself in full yet. The elements I’d use to compose Greece’s visual
identity would highlight the characteristics above while creating a dialogue be-
tween modern and classic forms.
Also, the colour blue that dominates our clear skies and vast seas and the intense
geometric motifs of our architecture would complement this identity’s canvas.
Symbols and designs that convey messages both clear and allegorical. I really be-
lieve in the dynamics of productive contradictions. And our Greece can support
this with courage and virtue.
Can an effective logo overshadow its product? If so, in what cases?
A product’s logo and visual identity are essential parts of its final image. The
principles of visual identity must project the values, philosophy, and unique
characteristics of any product in a clear, meaningful, and aesthetically perfect
way. All our senses are equally important. Visual stimulation and the emotions >

BRANDING

ATHENS

George Pytharoulis, Creative

Director in Communication

Design, delves in the visual

identity potential of Athens

KOSTIS SOHORITIS Riviera, blending the past

and the future.
Interview by ELSA SOIMIRI

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