If you want to create a new item for Aithyra, it is important to understand the essence of our visual identity - the do’s and don’ts, and perhaps even more; the spirit behind it. After all, our identity is the visual expression of who we are. It conveys a message, without using words.

This guide is designed to help you easily grasp the principles behind our use of colour, layouts, typography, photography and our elementaries. Playing by the rules is important - but also fun. You will see that the identity offers you a world of possibilities. Instead of limitations, you will find visual inspiration.

Feel invited to create something compelling - something that truly breathes Aithyra.

Design principles

The visual identity of Aithyra is grounded in three core design principles, each drawn from our daily practice and approach to our work.

• Redefining — We break down lines into elementaries, reshuffling and repositioning them to rewrite visual narratives.
• Revealing — We use spatiality to change viewpoints, shift perspectives, uncovering new angles that reveal different subject matters.
• Exploring— We zoom in, bringing designs close to the viewer to expose new details and invite curiosity.

These principles guide everything we create. Whether in motion or static form, one or more of them is always present in our work