Secret Parking

Services
Brand Identity · Custom Typography · Art Direction

Secret Parking is a parking facility located near Thessaloniki Airport. The identity was developed around the unique character of its location — a destination that is not immediately visible from the main road, but discovered through a simple turn into a side route.

Concept

The name “Secret” became the foundation of the visual concept, transforming the idea of discovery and direction into a functional brand language. The identity connects navigation, movement, and parking through a system inspired by the visual codes of road signage.

Custom Typography

The logo is built around the international parking symbol “P”, which was redesigned to incorporate the shape of a right turn, creating a direct reference to the route drivers follow to reach the facility.

The custom typography integrates directional arrows inspired by road signs, reinforcing the connection between the brand and the experience of finding the destination.

The result is a clear and memorable identity that transforms a simple navigation element into a distinctive visual system, combining functionality, recognition, and conceptual clarity.