The Brand Identity

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Nikos Georgopoulos brands Greece’s first major co-living scheme, Ilior, as an imaginary country

Ilior is Greece’s first major co-living scheme, formed in 2018 by Daniel Lyssy with the aim of creating exceptional spaces for young and creative professionals who work from home. Having already launched Ilior One in the centre of Athens, Ilior is in the process of building an ambitious network of plug-and-play spaces and buildings across the nation that will radically transform the way Greeks live.

London-based Greek art director Nikos Georgopoulos, best known for his ‘time travel branding’ trilogy, was given the task of branding the scheme. Similarly to other Mediterranean South European capitals, Athens is not very familiar with the concept of co-living. On that basis, Nikos decided to change the subject completely and position Ilior as an imaginary country.

Inspired by the notion that ‘our house is our castle’, he developed an overarching modular and flexible identity system that draws upon the idea of a ‘special place’. Central to the identity is a responsive ‘flag’ icon – representing a place where people can dream freely, work collaboratively and debate fruitfully. By drawing upon the flexible architecture of Ilior spaces, the icon expands and contracts across different formats, when required. The colour palette embraces bright pop colours that no country in the world would ever use for its national flag.

 Typeface: Mabry Pro by Colophon Foundry

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