Located in the center of Athens, APOICHOS is a dance and movement studio where the teaching method applied is based on the improvisational nature of the exercises. Considering human anatomy and kinesiology, the studio’s practice explores one’s physical abilities while incorporating animals’ movements into its exercise routine. Through the game of imitation, the body tries to adapt to unfamiliar situations while, at the same time, the person develops non-verbal communication and becomes more aware of the connection between the body and the mind. We were assigned to design the company’s branding by creating a strong visual identity. The graphic solutions were meant to serve a minimalistic aesthetic, and we were asked for a logo that would communicate professionalism, give the impression of movement and reveal the deep ties human and nature share. Apoichos means the buzz that one can still hear after a sound source has stopped creating vibrations. The logo design and the style of the typography selected originated from the idea that sound is visually depicted as a variety of waveforms. The illustration created was then applied to all sorts of brand materials such as business cards, posters, cloth handbags and t-shirts.
