Σύγχρονη Σκέψη (Synchroni Skepsi) is a longstanding independent bookshop in Athens, known for its discerning curation and devoted community of readers. Recently, the shop introduced Bookσσ as a visual subtitle. This new element expresses the spirit of the shop through a contemporary, typographic gesture.
The new logo preserves the bookshop’s visual heritage through its original color palette—passionate red and minimal white. At the same time, it introduces a fresh symbol that bridges familiarity with playful reinvention. At the center of the logo lies the double sigma (σσ), referencing the initials of Σύγχρονη Σκέψη. These sigmas are reimagined as stylized eyeglasses. This refined visual metaphor captures both the intimacy of reading and the enduring iconography of knowledge. Consequently, it acts as a conceptual bridge between the shop’s past and its evolving presence.
A range of carefully designed brand applications brings this identity into everyday interaction with readers. These include custom wrapping paper, notebooks, and especially interactive bookmarks. On one side of the bookmark, playful faces wear the signature eyeglasses, serving as inspiration. On the reverse, multiple eyeglass outlines invite readers to complete the expressions—drawing the rest of the face to reflect the mood left by the last page they read.
Through these details, the identity of Σύγχρονη Σκέψη, visualized through Bookσσ, asserts itself not only as a place for books, but also as a space for imagination, introspection, and the quietly powerful act of reading.
INSPIRATIONAL CHANNEL
Typography as metaphor. The visual language of thought and expression
WE ACCEPT THE CHALLENGE
To honour a literary legacy through a playful and intelligent visual system
ALATI DESIGN(S) FOR
Independent Bookshops & Cultural Spaces
