Tunnel Vision in Shameful Graphic Design Outcome
The path of destroyed hopes as Thessaloniki reveal their controversial new metro logo design
Thessaloniki Metro’s Logo Debacle: A Design Community in Uproar
I can’t say I was shocked, but I was certainly furious. Since April, I’ve had a simmering frustration about the fiasco surrounding the competition to design a logo for the Thessaloniki Metro. The competition, initially meant to showcase the city’s creative talent, was canceled on the very day I was preparing to submit my proposal. Adding insult to injury, I later discovered a second round had taken place—entirely off my radar—which also ended in failure. All entries were disqualified due to “lack of appropriate direction.” Two competitions, exclusively open to professional designers, and not a single concept deemed worthy. What was happening?
This is Thessaloniki—a city renowned for its exceptional graphic design agencies and celebrated for its creative achievements. How could it fail to produce a decent metro logo? The situation didn’t add up.
Here’s where things get murky: anyone familiar with the tendering process in Greece knows it’s often less about *what* you know and more about *who* you know. Nepotism, while not a Greek word, could very well be the country’s unofficial motto when it comes to business dealings. I’ve seen it time and again.
I vividly recall helping a friend polish her final presentation boards for a design competition years ago. It was for the redesign of Olympic Airways’ uniforms, and we joked, half-seriously, “Why even bother? We already know who the winner will be.” Sure enough, the prize went to someone conveniently connected to one of the decision-makers.
Fast forward to the Thessaloniki Metro logo drama. While concrete evidence is still elusive, speculation is rampant. The whispers? That a ghost company—created purely for this purpose—was awarded the €30,000 contract. This “company,” allegedly unknown until the day of the announcement, suddenly sprang to life online, boasting an impressive client list and a hastily revamped website to bolster its legitimacy. How much of that €30,000 went into actual design work? Many suspect a significant chunk landed in the pocket of someone pulling strings behind the scenes.
The announcement came on Wednesday, November 13, 2024: the official Thessaloniki Metro signage was unveiled. Within seconds, the design community erupted in disbelief, anger, and betrayal. This wasn’t just about losing the €8,000 prize money many had dreamed of—it was about seeing a subpar logo paraded as the result of a €30,000 investment.
The outrage wasn’t just about aesthetics (although the design itself left much to be desired). It was about the principle: a missed opportunity for fair competition and a lack of transparency in a city bursting with creative talent.
Investigations are ongoing, with the design community determined to uncover the truth. For now, the Thessaloniki Metro logo serves as a grim reminder of how systemic favoritism can derail even the simplest of public projects.
The official release
The visual identity (logo) of Thesssaloniki Metro was presented today, Wednesday November 13th 2024, by the political leadership of the Ministry of Infrastructures and Transportation in the presence of the CEO of ELLINIKO METRO S.A. Mr. Nikolaos Kouretas presented during a press conference held at the Depot of the Thessaloniki Metro in Pylea.
“The Metro logo is a reflection of both the historical depth of the city of Thessaloniki and the innovative nature of the Project” stated the Minister of Infrastructures and Transportation Christos Staikouras, pointing out that “in 17 days the Thessaloniki Metro Project will be delivered to the citizens of Thessaloniki and will breathe new life into the city’s daily rhythm”.
In terms of the design of the visual identity, the Minister of Infrastructures and Transportation pointed out that the challenge was to create an identity capable of endowing this state-of-the-art project with the historical importance of the city of Thessaloniki, a major hub in Byzantine Empire.
“The small letter “μ” was an obvious choice, since it directly refers to the Metro and is – at the same time – different than the capital “M”, which is widely used with several variants worldwide. Thus, the byzantine small letter “μ” was simplified to combine authenticity and innovation, the two characteristics we wish the new identity of the Thessaloniki Metro to convey” mentioned Mr. Staikouras.
As explained by the Minister of Infrastructures and Transportation, this way we managed to create a clear and recognizable logo, a must in a modern transportation system, ensuring thus legibility and easy use at all times.
The Deputy Minister of Infrastructures and Transportation, responsible for Infrastructures, Nikolaos Tachiaos, stated:
“The Thessaloniki Metro is not only going to change our daily lives; it will reshape the entire city. Its identity is not only the identity of an infrastructure project but also the identity of the entire city of Thessaloniki. It is worth considering that the metro systems themselves worldwide reflect the image of their cities. A characteristic example is the font used in New York City Metro, which has become one with the aesthetics of the city itself and has been widely adopted, even in our computers.
“The logo combines the past with modern aesthetics. This is the reason why the small letter “μ”, which can be also read as a capital “M” was selected” said the Head of the Architectural Section of ELLINIKO METRO S.A. Ms. Chyssoula Kousteni, who also pointed that the “color palette used is blue black, a color symbolizing stability and inspiring trust”.
Mr. Carlo Bianco, CEO of THEMA, the Company responsible for the Operation and Maintenance of Thessaloniki Metro, participated in the press conference and made a detailed presentation of the safety and operation-related aspects of the Thessaloniki Metro stressing that there is zero possibility for failure of the operational systems of Thessaloniki Metro. “We focus on world-class operating standards on safety. Everything has been designed to the maximum safety” pointed out Mr. Bianco, adding that “nowadays, there are 2,000 km of fully automated metro networks. In 40 years of operation of the automated metros worldwide, there have never been any problems”.
Sharing My Voice: A Designer’s Take on the Thessaloniki Metro Logo
As a designer with over 20 years of experience in Greece, I felt compelled to share my disappointment when my entry for the Thessaloniki Metro logo competition was left in limbo. Frustrated by the process and eager to showcase my own vision, I turned to Facebook to air my thoughts and present the design I had worked so hard on.
It wasn’t just about the logo—it was about expressing the collective frustration of many designers who felt overlooked, unheard, and sidelined in a competition that could have celebrated local talent.
When a Facebook Post Goes Viral: The Unexpected Fallout
What started as a simple Facebook post to share my design and disappointment quickly spiraled into something I never expected. The post exploded across social media, racking up shares and sparking heated discussions. Before I knew it, several local online newspapers picked up on it, using my design as a critique of the newly revealed Thessaloniki Metro logo. The problem? They misquoted me—and used my work without permission.
For three days, my notifications didn’t stop. Comments, shares, and messages poured in, and what had begun as an innocent attempt to showcase my design turned into an overwhelming wave of attention. The pressure was intense, and honestly, it became quite depressing.
At one point, I was so concerned about potential legal repercussions that I consulted a lawyer. Could I get into trouble for my post? Thankfully, since it was shared in the public domain and expressed a personal opinion, I was within my rights. But it was a sobering experience that made me think twice about the unintended consequences of sharing online.
Now, things have finally calmed down, but the whole ordeal was a lesson in how quickly a simple post can take on a life of its own—and how important it is to be prepared for the ripple effects of going viral.
Back to the original logo. There have now been several posts on Facebook about the reality behind the artwork and trying to source its origins. So much so, it seems that a public investigation is trying very hard to uncover the reality. I believe this is because, not just for the injustice of the selection process corruption, but people really feel let down by a symbol that will ultimately represent their city.
What Comes Next? Facing an Unchangeable Reality
I’m not sure what the coming days will bring, but one thing is certain: the Thessaloniki Metro is set to open at the end of November. By now, the signage and information systems are likely already printed, installed, and ready to go. No amount of showcasing alternative designs will undo what’s been done or improve this unfortunate outcome. It’s a bitter pill to swallow, but sometimes all we can do is move forward.
The Hard Truth About Design Competitions in Greece
It’s a harsh reality that I’ve heard echoed by many Greek designers: they avoid entering competitions because they already know how it will end. The system feels rigged, leaving little motivation to participate. But here’s the catch—if no one steps up and tries, this cycle of flawed practices will persist, and poor design will continue to dominate prominent spaces in everyday life.
This isn’t just a setback for individual designers—it’s a dangerous path for the entire industry, pushing it further away from innovation and excellence. Change may feel impossible, but without effort, things will only get worse.
A Silver Lining: The Response to My Design
Despite the chaos, there was a bright spot in all of this: the overwhelming praise and support I received for my design. It was genuinely uplifting to engage in thoughtful conversations about my work and hear such positive feedback. With the Thessaloniki Metro set to open during the week of November 30, 2024, it seems my design will remain in the public consciousness for a while yet.
Just last night, at my favorite bar, the owner patted me on the back and told me how much he loved my logo—far more than the official one. That kind of personal validation meant a lot.
So, why was the official logo so widely criticized in the design community? In my next post, I’ll break down some of the critiques about both the design and the process that led to this controversial outcome. Stay tuned.