Visual Strategy The visual strategy behind Atlas surrounds itself within the Greek culture. Many Greek art styles are utilized throughout the branding. The logo is a montage of many Greek icons. The logo’s dissection begins with the loose hand drawn aesthetic used to link back to the pottery found all over Greece. Most potters will use their fingers to design linear designs within the pottery making a two tone design on the surface. Elements added into the logo to provide linkage back to iconic elements found in Greece. While they may not be as iconic as the Parthenon, they are elements found in a majority of the country. The ocean of course to provide linkage to the Mediterranean sea which unify the country and its thousands of islands. The hand drawn font links to the potters signatures. The aspect of utilizing the hand made essence throughout the brand not only links this back to Greek styles but also to provide a sense of warmth and familiarity to the brand and its customers. The color pallet is found from within a picture taken from Greece. These colors are used to set the brand apart from other Greek restaurants who mostly use the same blue and white duo-tone color scheme. It also sends a colorful and lively message to the customers. 59
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