Friday August 22, 2014 Search
Weather | Athens
32o C
25o C
News
Business
Comment
Life
Sports
Community
Survival Guide
Greek Edition
Refreshing graphics revamp Greek National Opera's identity

By Dimitris Rigopoulos

A large, full-bodied “S” for “Stachtopouta” (Greek for Cinderella) figured on Athenian billboards recently, with the letter turning into a clock about to strike midnight serving as a reference to the celebrated fairy tale which went on stage at the Greek National Opera’s Olympia Theater recently.

The opera company and noted graphic designer Yiannis Kouroudis joined forces for a second time in an effort to refresh the visual identity of the GNO, a company which has shown dynamic extroversion over the last few years.

“The core idea is that a typographic element takes the lead role in every opera and ballet production,” said Kouroudis of the National Opera’s new communication campaign.

An award-winning professional who counts among his and his k2Design studio’s success stories the strong debut packaging campaign of the Korres Natural Products company, Kouroudis first collaborated with the National Opera back in 2007.       

This time around the graphics are developed in such a way as to reflect or narrate a small portion of the story that audiences will subsequently follow on stage.

“I try to develop illustrations like small-scale signs; simple, straightforward and easy to understand. For them to describe the essence of the story in one word,” said Kouroudis.

In the case of the National Opera, the aim was clear.

“Through our visual identity we also wish to express the new face of the National Opera,” said Vassilis Louras, the company’s communication director. “We want our new identity to transmit a clear and obvious message reflecting the organization’s strategy, its extroversion and high-caliber program in tandem with efficient financial and administrative management. Kouroudis’s aesthetics are a good match for us because through his clear design he manages to balance between the classic and the modern in a way that allows for each message to stand out.”   

Meanwhile, a lot has changed since 2007.

“About six years ago, when we were asked to develop the National Opera’s communication strategy, the local cultural identity sector was in a state of confusion and vagueness,” said Kouroudis. “It was difficult to distinguish one company from another; theater, opera, concerts, they all resembled each other. This changed over the course of three years when we worked together with the National Opera to develop the company’s new identity. We came up with something distinct and strange, something which was outside the norm back then, but was easily recognizable and communicated well. So while times were tough and already uncertain, some people at the National Opera had the courage to listen, accept and dare to do something which had never before occurred in that particular field.”

Kouroudis and his team, who form an integral part of the local creative community, have been closely following the paradoxical boom of Greek graphic design during the ongoing crisis. While business has shrunk overall, the demand for good packaging and strong visual identity is on the rise.   

“The crisis activated people who had never thought of entrepreneurship before. The majority of the people who are starting out now are young, educated professionals who know what they want from design and branding in general. They are fully aware of the fact that a badly designed, amateurish job will damage their venture somewhere along the way. That it will render the promotion of any product trying to compete on the local and international arena even harder, if not impossible. They know that a well-designed product could become global,” said Kouroudis. “So the recession did one good thing. It re-energized the business acumen of thousands of people. Dozens of quality products are being developed in crisis-stricken Greece. This is one of the reasons behind the design revival. I can see a small, yet bright, shining light at the end of the tunnel.”

ekathimerini.com , Sunday December 8, 2013 (14:28)  
Naxos, where tradition never got old
Designing a new park for the capital
Athens museums – a haven in a holiday heat wave
Rebranding backgammon
Since emigrating to Australia with their families, Greek teen stars shine in Melbourne
Gina and Amanda are not a comedy duo, but two 17-year-old Greek girls who emigrated to Australia with their families and are turning heads with their talent in the natural sciences. Diaspora...
Cooperative enterprises gaining ground in Greece
If you're in Ano Petralona and thirsting for a refreshing cup of iced cinnamon tea and a watermelon salad while quietly enjoying a book of poetry, 6 is the place for you, just one of the man...
Inside Community
Inside Gastronomy
Inside Travel
SPONSORED LINK: FinanzNachrichten.de
SPONSORED LINK: BestPrice.gr
 RECENT NEWS
1. KEELPNO blames stomach bug for sick tourists on Rhodes
2. Report: Greek banks sturdily positioned
3. Economy stunted by property tax demands, report says
4. Primary surplus exceeds January-July target figure
5. KEPs to issue new and replacement driving licenses
6. EU funds reserved for waste facilities in northern Greece
more news
Today
This Week
1. Merkel cites euro’s ‘construction flaws’ as economy sputters
2. Brussels warns Greece over plans to allow construction near Korinos beach
3. Second man held over double murder in Mani
4. Avramopoulos in US for talks with Hagel on possible Greek role in peace missions
5. Eurozone business growth slows in July, prices fall: PMI
6. Inspectors visit Rhodes to probe reports of mass food poisoning of hotel guests
Today
This Week
1. Carved sphinxes at Ancient Amphipolis tomb will not be removed
2. Treating Amphipolis with care
3. Canada’s fiscal adjustment has lessons for Greece
4. Greece to offer law on restructuring bad loans next month
5. Ministry sys ‘no’ to debt collection agencies
6. Karatzaferis eyes ND-LAOS alliance to stop Tsipras
   Find us ...
  ... on
Twitter
     ... on Facebook   
About us  |  Subscriptions  |  Advertising  |  Contact us  |  Athens Plus  |  RSS  |   
Copyright © 2014, H KAΘHMEPINH All Rights Reserved.