The Amazing Visual Identity of ‘Onassis Cultural Centre’ by ‘Beetroot’

The Amazing Visual Identity of ‘Onassis Cultural Centre’ by ‘Beetroot’

The “Onassis Cultural Centre” is Athens’ (Greece), new cultural space hosting events of all spectrum of arts with an emphasis on contemporary cultural expression. Theatre, dance, music, visual arts, written word, to support Greek artists, to cultivate international collaborations and to educate children and people of all ages through life-long learning.

Beetroot was commissioned to design a new visual identity for the centre itself as well as design each and every performance’s promotional and communication materials.

The re-design of the OCC’s visual identity included:
A new system for the log placement. The logo is placed in a solid red polygon that could be adjusted and prominently positioned according to other visual elements. The use of a special font (LLBROWN) for the titles of the events that featured two slanted versions of each character for creating a wave-like viewing motion. An original illustration style for use as a creative tool in compositions that lacked photographic reference. In many cases a rhythm of black lines is employed and manipulated. This rhythm was based on the marble lined façade of the OCC’s building.


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Onassis Cultural Centre—Season 2012/2013 from Beetroot Design Group on Vimeo.

Beetroot Design Group

Beetroot Design Group is a Thessaloniki based, multi-awarded communication design office and think tank that provides design services and solutions to a worldwide clientele. Our team is consisted of experts with a wide and diverse arrange of skills in the creative field. Beetroot’s creative mission is to discover, develop and utilize the true essence of a brand, product or service and then grow and expand them into being recognised, appreciated and praised all around the globe.

Beetroot Design Group is a visionary creative group based in Thessaloniki that creates and develops self-initiated projects. Our team is consisted of talented and enthusiastic designers with a common goal to communicate via stimulating social awareness with a sense of humor. The team’s interests vary from philosophy to politics, from ethics to aesthetics, from the self to social issues and its approach challenges norms, abolishes restrictions and champions the teamwork spirit.