THEN
V ISUAL ID ENTIT Y
CREATI V E E LE M ENTS
BASIC ELEMENTS All graphic elements could be described as a contemporary approach to the National Archaeological Museum’s exhibits and an attempt to redifine artefacts’ details.
MAP One of the main features of the campaign is the map, the objective image of contemporary Athens, used in packaging, products and advertising.
Practically, it indicates the ten different spots, in which the ATHENA: THEN & NOW project takes place as well as the National Archaeological Museum.
COLOUR PALETTE Colours and patterns are basic elements of ATHENA: THEN & NOW brand, and it is important to try and maintain them in every printed and digital application related to the project.
Inspired by the black figure and red figure pottery of 520 B.C.
CMYK
CMYK
CMYK
C = 0
C = 0
C = 0
M = 0
M = 0
M = 20
Y = 0
Y = 0
Y = 25
K = 100
K = 0
K = 0
RGB
RGB
RGB
R = 0
R = 255
R = 253
G = 0
G = 255
G = 210
B = 0
B = 255
B = 185
Pattern A
Pattern B
Inspired by the following mural painting.
TYPOGRAPHY The typeface of the ATHENA: THEN & NOW project is: Axis, “a sans-serif typeface inspired by the geometry of the urban environment� as stated from its designer Jean Wojciechowski, with only one weight: Bold.
https://www.behance.net/gallery/17890579/axis-typeface
The use of Axis typeface across all applications would be preferable, but if in need for a secondary, a serif typeface would be suggested.
SECONDARY ELEMENTS The secondary elements are not as frequently featured but of the same importance as the previously mentioned ones. They are basically used in the packaging, such as the gift bags and boxes, and on some products, such as pens, pencils and bags.
Mural painting from the Minoan period
Tool from the Neolithic period
Vessel from the Neolithic period
LOGO
SP ECIF ICATIONS INCORRECT U SE
CLEARSPACE To ensure legibility the logo should be surrounded by a minimum amount of clear space. This isolates the logo from competing with other elements that may lessen the overall impact. The minimum clearspace should be used at all times, as below.
Minimum clear space for vertical applications.
Minimum clear space for horizontal applications.
MINIMUM SIZING The ATHENA: THEN & NOW logo, in all printed applications should not be smaller that 2 cm. In A4 applications, the logo should not be smaller than 4 cm. There are three standard web banner sizes: In 300 x 250 px and 160 x 600 px banners, the minum logo size is 120 px. If the 728 x 90 px banner is used vertically, the logo should not be any smaller than 85 px.
PLACING Across all applications, printed or digital, the logo should be center aligned.
CHANGES & SCALING No elements of the logo artwork should be recreated, reconfigured or deleted. The logo should not appear in other colours other than the specified. The logo artwork should be uniformly scaled at all times. Non-uniform scaling distorts the proportions and the balance between the elements. Examples of incorrect use:
BACKGROUND The logo should not be surrounded by a white background everytime it is used on a dark background or vice versa. Logo artwork must appear against solid background for proper contrast. Examples of incorrect use: