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Metropolis music stores are the oldest and most familiar chain of music stores in Athens. They were established in the early '80s and have since been known for the staff's knowledge and passion about the music.
Thirty years later, the owners have decided to relaunch and expand into new product areas like movies, books, video games, etc. Bringing the identity up to date was necessary but there was one problem to tackle. The client believed that the existing logo should be kept intact, as it is extremely recognisable by Athenians.

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The solution and at the same time, the goal was to demonstrate that even though 'Metropolis' changed, the knowledge and passion are still there. The idea was to create a "mantra", a collection of key words. These, inserted in sentences work as poems and convey to the reader the message that the passion of the stores is unghanged. They also prompt the reader to share this passion and live his/her life to the full.
From this mantra, another six evolved, each one specifically tailored for each of the areas of products now available in the Metropolis stores. Copy by George Emmanuel.

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The old logo was kept intact, with only a descriptor added underneath it. The corporate color up until then, was one, red. Another one, black, was added to add depth and in combination with red to convey passion. The font used for everything else was Helvetica neue 97, Black Condensed.

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The mantras were used on everything from stationary to signage, to expendables, to advertising.
They had to be shown as much as possible in order for the public to see the change taking place in the Metropolis stores quickly.