For this project, I was tasked with choosing a mythological god or goddess and creating a brand around them. I chose Anteros, the god of requited love and the avenger of unrequited love. Because of his theming, I decided to make my brand a penpal-type dating service.
Research & Discovery
Anteros, in Greek mythology, is the god of requited love and the avenger of the unloved—essentially the counterpart to Eros. While Eros represents the spark of desire, Anteros embodies love that is returned, balanced, and mutually felt. According to myth, he was created to be a companion to Eros, who could not grow properly without someone to love and be loved by in return. Anteros is often depicted as a youthful winged figure, similar to Eros but sometimes shown with longer hair or more mature features. His symbols include the golden club, which he used to punish those who scorn or reject love, and butterfly or feathered wings, representing the delicate, reciprocal nature of affection. In art, he may also be shown with arrows or a torch, linking him to the broader family of love deities while emphasizing his role in fostering harmony and reciprocity in matters of the heart.
Brainstorming
Brand Concept
Because of Anteros and the meaning behind him, I originally wanted to do a dating app. But after a lot of thought about what he truly represents, I decided to create a brand that was much more unique. I decided to create it into a dating service that focuses on writing letters to one another, rather than texting. I thought it would be an overall fun idea, and as someone who likes the idea of old school romance, I found it rather romantic.
Mood Board
For my mood board, I leaned into a vintage and romantic aesthetic. When making this, I had already decided on my logo and was mainly creating this as a guide for the brand as a whole.
Concept Development
During this step, we were assigned to create 10 sketches for every group: Pictogram, Ideaogram, Illustration, and Typeography. These were pretty fun to explore and helped me come up with a lot of different ideas for possible logos.
Digital Drafts
For my digital drafts, I chose four of my original sketches and created more solid designs out of them. I liked all of them, but only one stood out as a proper logo, the top right ideogram. But the arrow pointing felt odd, and with what exactly my product was, it could use a bit more work to really tie it in to the brand. So, for my final logo concept, I decided to make the top part of the heart an infinity symbol for Anteros' loyalty towards forever love, and instead of an arrow, turned it into the tip of the pen to better match the product/service.
Final Logo
Mockups
Reflection
This project ended up being a really enjoyable one. Because I’ve always loved Greek mythology, I felt genuinely invested in the process from the start, which made the creative decisions feel even more meaningful. Throughout the project, I was able to deepen my understanding of how advertisements function and how important it is to maintain a strong, consistent brand identity across different platforms. I learned how elements like typography, color palettes, tone of voice, and visual motifs all need to work together to create a unified message that audiences can immediately recognize. Seeing my brand come to life in the various mockups was especially rewarding. It gave me a clear sense of how cohesive branding can strengthen the overall impact of a concept and make it feel polished, intentional, and believable.