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.


Onassis Cultural Centre Season-01 Onassis Cultural Centre Season-02 Onassis Cultural Centre Season-03 Onassis Cultural Centre Season-04 Onassis Cultural Centre Season-05 Onassis Cultural Centre Season-06 Onassis Cultural Centre Season-07 Onassis Cultural Centre Season-08 Onassis Cultural Centre Season-09 Onassis Cultural Centre Season-10 Onassis Cultural Centre Season-11 Onassis Cultural Centre Season-12 Onassis Cultural Centre Season-13 Onassis Cultural Centre Season-14 Onassis Cultural Centre Season-15 Onassis Cultural Centre Season-16 Onassis Cultural Centre Season-17 Onassis Cultural Centre Season-18 Onassis Cultural Centre Season-19


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.


Maria Papaefstathiou

VISUAL DESIGNER since 1996 and blogger since 2010. Living in Athens, Greece. She has been focusing her research on poster design and particularly on social poster design and portrait design. Her main poster project is a series of posters celebrating great personalities of traditional and popular culture in Greece and Jamaica. These include actors, singers, musicians, poets etc. This is an ongoing project. “I believe that design is a powerful tool that we designers can use to spark enthusiasm, change mindsets and bring positive actions to our world and our culture”. FOUNDER AND EDITOR OF GRAPHICART-NEWS.COM BLOG. She carefully curates high-quality designs, illustrations, and art, from all over the world that will teach and provoke other designers. Many consider her blog to be an exceptional educational tool. CO-FOUNDER OF THE INTERNATIONAL REGGAE POSTER CONTEST which was launched on December 2011, partnering, the creative activist Michael Thompson aka Freestylee. (

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