Dionyx Nightclub is a branding project for an exclusive, Greek-inspired LA venue that blends the energy of Dionysus with the mystery of Nyx. The club offers a luxurious, device-free environment with grand architectural elements and its own signature beverages. This project focuses on creating a visual identity that feels mythological, modern, and elite, appealing to young adults seeking a high-end nightlife experience.
Client:
Dionyx Nightclub
Job Expectations / Goals & Objectives
The goal of this project was to develop a complete brand identity for Dionyx Nightclub that captures the fusion of Greek mythology and modern luxury. The visual system needed to communicate exclusivity, sophistication, and high-energy nightlife while remaining authentic to the themes of Dionysus and Nyx.
Objectives:
- Create a distinctive logotype inspired by Greek forms while maintaining modern elegance.
- Develop an icon or symbol reflecting mythological elements such as serpents, moon imagery, and sculptural motifs.
- Establish a cohesive color palette and typography system that conveys luxury, mystery, and vibrancy.
- Design branding applications suitable for signage, merchandise, marketing materials, drinkware, and digital use.
- Build an identity that appeals to young professionals and aligns with the club’s upscale, immersive atmosphere.
Overall Expectation:
Deliver a brand Identity that feels clean, detailed, exclusive, and majestic, enhancing the guest experience and reinforcing Dionyx as a premium LA nightlife destination.
Research
Understanding Greek Mythology
Greek mythology is rich with symbolism, drama, and visual storytelling. Its gods and goddesses represent natural forces, emotions, chaos, beauty, and human experience. For branding, Greek mythology provides a strong foundation of iconic imagery, architectural forms, and symbolic meaning that can be translated into a modern identity system. Dionyx draws from this heritage to create a nightclub experience that feels grand, timeless, and mythic.
Dionysus - God of Wine, Ecstasy, and Celebration
Dionysus is the Greek god associated with wine, festivity, theater, and liberation. His presence symbolizes energy, indulgence, and the breaking of boundariesqualities essential to nightlife culture.
Symbolism of Dionysus:
- Grapes & Wine = pleasure, luxury, social connection
- Ivy & Vines = growth, wild nature, intoxication
- The Thyrsus = power, ritual, celebration
- Serpents = transformation, protection, divine energy
- Festivals & Revelry = music, dance, ecstasy
Nyx — Goddess of the Night
Nyx is the primordial goddess who embodies the night itself. Ancient myths describe her as powerful, shadowy, and feared even by Zeus. She represents darkness, elegance, and the mysterious energy of the night—qualities essential to Dionyx’s atmosphere.
Symbolism of Nyx:
- Serpents = primordial power, secrecy, danger, and transformation
- Night & Darkness = mystery, allure, protection from the public eye
- Stars & Cosmic Shadows = elegance and the unknown
- The Moon = nocturnal beauty and mystique
- Veils, Drapery, Silhouettes = concealment, seduction, and exclusivity
Sketches
Digital Roughs
Shape Breakdown
Challenges
Form
The overall shape of the icon was challenging to refine, especially while trying to subtly reference the Greek letter Delta (Δ) in its silhouette. Balancing the angles, stress, and contrast of the form required multiple iterations to avoid the icon feeling either too geometric or too abstract. The challenge was creating a structure that felt mythological, architectural, and intentional without losing visual clarity.
Serpent Head
Designing the serpent head at the top of the icon presented challenges in determining how much detail to include. Highly detailed versions became overwhelming and lost clarity, while simpler versions lacked personality and symbolic power. Achieving a stylized head that felt readable, strong, and visually consistent required many iterations.
Ivy
Integrating the ivy element into the icon was challenging because it needed to feel organic without disrupting the clean geometric structure. If the ivy was too simplified, it lost its identity. If it was too detailed, it became distracting. The challenge was creating a stylized ivy form that supported the mythology and strengthened the overall icon.
Final Form
Typeography
The typefaces were chosen to reflect the blend of mythology and modern luxury at the core of Dionyx. The display typeface BC Rebecca was customized to complement the logo’s sculptural, Greek-inspired forms, while Century Old Style Std was selected as the supporting serif for a refined, elegant balance.
Final B+W Primary Logo
Color
Adding color required adjusting the icon’s shapes, as certain areas lost clarity once color was applied. Through trial and error, the form was refined so the serpent, ivy, and body remained clear and readable in every color variation.
Final Logo
Sample Usage
