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ATHENS RIVIERA JOURNAL
influence

"IT’S IMPORTANT THAT or thoughts a product can inspire are some of the goals of visual identity, which factor into our
decision-making.
BRANDS CHOOSE PEOPLE The abundance of products out there generates bigger demands when it comes to how branding
should be tackled. Now more than ever, designing a product’s visual identity doesn’t just depend
AND PARTNERS WITH on pretty colours and superficial approaches. The precision, meaningful study, knowledge, re-
COMMON BELIEFS, VALUES, search, talent, and passion of the person designing the identity combined with the respect for the
environment, society, and the brand itself are elements that will define and determine the value
PHILOSOPHIES, AND and superior aesthetics of the said brand.
With the above in mind, yes, I believe that a product’s visual identity is an important factor to choose
CONCEPTS REGARDING it. I also believe that today’s consumers know very well how to judge a product’s true worth. So, if
it has no winning qualities, the branding alone can’t maintain long-term interest in the product.
AESTHETICS." What international campaigns in visual identity or logo design have intrigued you?
Apple, in my opinion, is a great point of reference in terms of design and communication. Its
ability to speak through ad campaigns and branding in consistent, simple and at the same time
confident way emits powerful feelings. This brand’s ingenuity lies in the fact that it adds depth
with attention to detail, quality, and technical features, but without its final result and medium
of communication confusing its audience. Instead, it creates positive feelings, modernity, unique-
ness and technological superiority. Since its inception, the logo has kept the apple’s simple lines,
conveying messages of innovation, creativity, and a sense of constant exploration and restlessness.
This particular brand is a case study, and I personally identify with its philosophy and the aesthet-
ics it represents. MYCUPOFTEA.GR
Nike’s branding is another example of intelligent image design & strategy. The logo’s simple lines
link up with the brand’s values, exuding strength, timelessness, and a sense of encouragement. “Just
do it”. At the same time, Nike’s campaigns don’t focus on the product but create the conditions,
build the emotions that will ultimately lead the consumer to the product.
Is there a secret to creating a visual identity that sets high aesthetic standards and works as a
distinguishing feature?
The secret is the perception, sensitivity, and creativity within each designer. The distinguishing
feature is a difference in perception, sensitivity, and creativity. Different people. Different con- A One-StopWorld of
cepts. It’s important, in my opinion, that brands choose people and partners with common be-
liefs, values, philosophies, and concepts regarding aesthetics. We’re all different, but within our
diversity, there are people who share a common passion. Through shared passions, miracles are
created, some smaller, some greater. Opulence and Refinement!
What would you add to the Athens Riviera brand if you oversaw the creation of a new narra-
tive or a fresh visual identity?
As I already mentioned, creating a visual identity takes research and precision, as well as emotion
and imagination. The first thought that comes to mind about Athens Riviera, and drawing from Yachting: Charter, Sales, Registration, Worldwide Yacht Transport, Refit,
my own feelings, which take me back several years, is a combination of seasons.
I’d describe it as watching Athens Riviera through a pair of glasses with one retro and one kalei- Management, Insurance Consultancy
doscopic lens. Retro makes me smile. It brings me memories and black and white films set on the Bespoke Services: Destination Weddings, Luxury Venues, Corporate
beachfront with vintage swimsuits and a sweet breeze rustling the scarf on the neck. It takes me
back to when my emotions ran high to crazy dance rhythms and 90s music hits. Events, VIP Transfers, Shooting Productions, Lifestyle Experiences
The kaleidoscopic lens symbolises the different choices of today. Beautiful hotels, as well as con-
stantly evolving venues and bars with haute cuisine. Authenticity hides in contradictions. We re-
spect the past and welcome the future. We hold onto memories and create new ones.
Does the area need place branding? And conversely, what area of Athens, including the beach-
front from Piraeus to Sounion, would need place branding?
Generally speaking, we all need branding. What matters in visualizing the dynamic identity of a
product, a region, or even a person is to know what characterises that which we want to project.
What we have inside will come out. It’s all connected. The same applies to creating an identity. If 51Β Poseidonos Avenue, 16675, Glyfada, Athens Greece
it’s to be effective, digestible, and agreeable, it must inspire emotions. To create such emotions, it KOSTIS SOHORITIS E: info@boat.gr | P: +30 210 937 0272
must contain truth. For there to be truth, we must know who we are, what we want, and where www.boat.gr
we want to go, and we must adhere to these values with consistency and purity. 

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