Graphic identity & concept
Aphy is short for Apheleia, Greek goddess and spirit of simplicity. This relates the name and brand to the divine, to an omnipresent source that, even if you don’t see it, you know it’s there, taking care of it all, all the time. This omnipresence concept is what we aimed to bring into the brand concept and identity, cleverly connecting it to the technology behind it all. Like clouds in the sky. Literally.
We also took inspiration from the Greek letter phi for the logo and symbol. It has movement, it goes around and ties everything back together. A single line, as simple as that, where it all starts and ends, taking you with it and (literally) connecting the dots. Aphy. Period. That’s it. Simple as that.