Apogy club
APOGY is a club for entrepreneurs in Toulon, France, offering physical training courses, workshops and masterclasses supported by a digital platform. Its aim is the personal development of entrepreneurs through training, interaction and mutual help within the group.
For the graphic universe of this project, Thomas Gabelle, the entrepreneur behind the project, wanted to combine Greek antiquity (largely inspired by Stoicism) with a spatial and futuristic universe. The aim was to stand out from institutional entrepreneurial support through an offbeat universe that shares self-improvement, ambition and commitment to excellence.
For the graphic universe of this project, Thomas Gabelle, the entrepreneur behind the project, wanted to combine Greek antiquity (largely inspired by Stoicism) with a spatial and futuristic universe. The aim was to stand out from institutional entrepreneurial support through an offbeat universe that shares self-improvement, ambition and commitment to excellence.
This offbeat universe blends the ancient Greek world and a spatial universe. The ancient Greek world is closely associated with mental and physical self-improvement, while being a prosperous period that has left us with much knowledge. The spatial universe shares the idea of surpassing oneself to reach the apogee.
I had the opportunity to realise the entire branding of Apogy.
Key words of the project : Ancient Greece, stoicism, space, modernity, entrepreneurship, ambition, self-development.
Logotype
The Greek letter Omega is prominently placed at the centre of the logo, symbolising the ancient Greek world. The rectangular serifs used in the design are reminiscent of Greek columns, further emphasising this connection. On the other hand, the star at the end of the letter 'Y' represents the universe of space. It symbolises the ambition of the club's members, while the negative space of the letter 'A' forms an upward arrow, signifying self-improvement.
The logo's minimalist and simple shapes convey a modern feel, while large serifs provide stability. The weight of the type is regular to ensure legibility, but not too large to convey a sense of elegance and excellence, almost like a luxury brand.
To create this logotype, I customised the font "Rokkitt regular".
Symbol
The character of the symbol represents ambition with his faraway gaze and warrior's garb, yet has a serene, gentle and reflective side. This character is inspired by the Greek goddess Athena. There is a doubt about the gender of this character to include everyone. There is a Saturn ring around the character's head to bring in the space universe and keep the same mix of universes. The circle symbolises the club and belonging.
It is used to complement the logotype, as a background or visual. It brings a deeper identity to the brand.
Brand identity
The colours of the visual identity support this mix of universes, thanks to the sand colour, which recalls the colour of Greek monuments, and the deep blue and saturated blue/purple space colours, which provide contrast and dynamism. Gold is used very sparingly to evoke the richness of Greek antiquity.
I used Bitter Bold as the display font to echo the idea of Greek columns in the logotype and to give the titles some stability. The sans serif of the body text, "Josefin sans", contrasts with the large serifs of Bitter Bold. This geometric typeface evokes the classical forms, simplicity and harmony of Greek art and architecture. There are also many weights that are very useful for hierarchising texts.
