Athens University of Economics & Business /
HERMES -THE OLYMPIC GOD- CAME “ALIVE” TO PLAY A CENTRAL ROLE IN THE NEW VISUAL IDENTITY OF ATHENS UNIVERSITY OF ECONOMICS & BUSINESS, INSPIRING NEXT GENERATION BUSINESS LEADERS WITH A NOD TO ITS MYTHICAL GREEK PAST.
Bonjour-Design Consultants worked closely with AUEB to create a comprehensive brand program that would signal the institution’s transformation into an international business school – and coincidentally celebrate its 100-year history.
Fourteen months of effort were spent to create a comprehensive brand program. In this time, Bonjour-Design Consultants conducted extensive research to uncover AUEB’s key points of differentiation. Among other results, the research also revealed that AUEB’s most important identity asset, Hermes the Olympic god, was not recognizable in the previous coin emblem that was widely used.
The brand strategy - developed by Bonjour-Design Consultants - was to bring to “life” the most basic element of the brand identity: Hermes the Olympic god. The new design emphasizes a more "human" rendition of Hermes. Looking more assertive and poised, Hermes represents the character of the student body and inspires the potential of tomorrow's innovative goals.
Through a rigorous transformation process, the old design was reimagined and a new emblem emerged; a portrait and pose influenced by Praxiteles’s timeless sculpture of Hermes teaching the young Dionysus. The resulting image is distinctly recognizable and more representative of the university today and what it aspires to be in the future.