EVARIS — Brand Guidelines
Exclusive Services • Private Concierge
Trusted Local Support. Premium Private Service.
Brand Guidelines
Visual & Verbal Identity · English Edition · v1.0
01   Brand Essence

We don't sell errands. We sell time.

EVARIS is one umbrella brand serving two realities in Porto Rafti: everyday Local Assistance and discreet Private Concierge. Different services, one emotional product — reduced stress.

Every task we perform — a delivery, a villa turnover, an airport arrival — exists to remove logistical burden, uncertainty and lost time from someone's day. The deliverable is errands; the product is time and peace of mind. This idea sits underneath every word and image in this guide.

Local Assistance

Everyday help for homes, families and residents. Sells simplicity, reliability, fast help and local trust.

Private Concierge

Premium support for villas, owners, expats and guests. Sells convenience, discretion, time-saving and lifestyle.

Positioning note — trust strategy. Our primary audience is international (foreign owners, expats, premium visitors), so we lead in English. Local Greek clients are slower to trust non-Greeks; that trust is carried by Jessica (Greek citizen, on the ground). The Greek-facing voice, added later, leans on that local presence rather than on premium polish.

02   The Logo

Mark, wordmark, one gold line.

The primary logo is the horizon mark — the ΞΛ monogram, the gold sun and the double wave — locked above the EVARIS wordmark in Josefin Sans, underlined by a single gold rule. The mark alone is used for avatars, favicons and stamps.

Primary logo

Primary logo

Mark

Mark only — social avatar, favicon, seal

Clear space & size. Keep clear space around the logo equal to the height of the gold sun. Minimum width: 110 px on screen, 28 mm in print, so the wordmark stays legible.

Backgrounds. The full-colour logo lives on cream or white. On navy or photography, place it inside a cream chip (as on this guide's dark pages) or use the mark only — never the dark wordmark directly on a dark field.

🔲 To reconcile. The supplied logo file bakes in the line "Making Time For What Matters." You have chosen "Exclusive Services • Private Concierge" as the descriptor and "Trusted Local Support. Premium Private Service." as the tagline. The logo lockup should be re-exported without the old line so the descriptor/tagline are applied consistently as separate elements.
03   Colour

Mediterranean, restrained.

Cream is the canvas, navy carries the weight, steel supports, and gold is a jewel — used in small accents only. Proportion is the whole discipline.

Navy
#1C2E3C
Text, authority, dark panels
Steel Blue
#4A7E9A
Secondary, links, icons
Gold
#D4AA6A
Accent only — rules, sun
Cream
#E9E3DA
Warm background
Paper
#F8F6F2
Primary background

Working proportion — roughly:

60% Paper / Cream 25% Navy 10% 5%
⚠ Contrast rule. Gold on cream fails legibility — never use gold (#D4AA6A) for body or small text, and never put fine navy text on gold. Navy on cream/paper is the safe, high-contrast workhorse for everything readable (web copy and printed owner reports alike).
04   Typography

Josefin to announce. Source Sans to explain.

Josefin Sans is the display voice — the logo and headlines, at large sizes, in English. Source Sans 3 is the working voice — body text, captions and interface — chosen because it is highly readable and already carries Greek, so it carries straight into the Greek edition without rework.

Display — Josefin Sans Light
Making time
for what matters.
A B C D E · a b c d e · 1 2 3 4 5
Body — Source Sans 3 Regular
From the moment you arrive, everything is taken care of. The villa is open, the air is cool, the fridge is stocked, and someone trusted is a message away. We handle the logistics so your time stays yours.
RoleFontWeightNotes
LogoJosefin SansSemiBoldLocked, wide tracking, Latin
Display / heroJosefin SansLight / RegularLarge sizes only
H1 / H2Josefin SansRegular / MediumNavy
BodySource Sans 3RegularLine-height 1.5–1.6
Caption / legalSource Sans 3RegularSlight tracking, muted

Two registers, one system. Local Assistance sets tighter and plainer; Private Concierge sets with more space and air. Same fonts — spacing does the work, so "premium" reads as room to breathe, not extra ornament.

05   Visual Elements

The kit you already own.

The wave & sun. The horizon motif is the brand's DNA. Use the double wave as a footer device and section break; keep the gold sun small and rare. The gold hairline is your divider — one per section, never more.

Icon system — one stroke, one family

Thin line, rounded ends, consistent grid. Extend this exact style across all service categories.

Home / Property
Concierge
Key / Access
Travel
Errands
Pets
Villa
Yacht

Photography direction

Natural Mediterranean light, warm sand and navy tones. Photograph places, objects and textures — olive branches, terracotta, linen, a stocked table, the coast — not posed workers or stock smiles. Discretion is part of the product, so avoid identifiable client faces. Treatment is soft and warm; never high-saturation or clinical. The brass bell, the wax-sealed envelope and the olive sprig are premium accents reserved mainly for Private Concierge.

06   Brand Voice

One voice: calm, discreet, sure.

EVARIS sounds like a trusted person who has already handled it — never like a salesperson chasing a click. We speak softly because confidence doesn't need to raise its voice. Four principles hold the voice together:

Calm, never urgent

We sell relief, not rush. No countdowns, no pressure, no exclamation marks.

Discreet

We imply access and trust without naming clients or boasting. Understatement signals confidence.

Warm but precise

Human and personal, yet every sentence is clear and useful. We talk to you, not at a market.

Quietly premium

Care shows through detail and restraint — not adjectives. Let the service speak.

Mechanics. We write in British English (organise, colour, neighbourhood) for a European feel. We are "we"; the reader is "you". Short to medium sentences, one idea each. No exclamation marks, no ALL CAPS outside labels, emoji used rarely if at all. Prices are stated plainly, never shouted.

06   Brand Voice — applied

Same voice, two registers.

Local Assistance

Warmer, plainer, reassuring.
"We'll take care of it. Just tell us when."

Private Concierge

Polished, spacious, anticipatory.
"Everything will be ready before you arrive."

Words we use & words we avoid

Use

taken care ofseamlessready before you arrivetrusteddiscreeton the groundlooked afterpeace of mindwe handlearrangedeffortlesslocal & personal

Avoid

cheapASAP / fastbest everamazing!!!guyssolutionssynergy24/7 (unless true)hurryclick now

Service copy, rewritten in voice

List item: "Waiting for technicians / waiting for deliveries"
"We wait, so you don't have to. You keep your morning; we handle the doorbell."
List item: "Pet feeding, dog walking, pet sitting at house"
"Your pets fed, walked and looked after while you're away — same routine, same calm."
List item: "Airport pickup coordination, VIP arrival support, fridge stocking"
"From the moment you land, it's arranged — the car, the keys, a cool and stocked home waiting."
07   Voice in Action

Website & social.

Website — homepage microcopy

Hero
Trusted local support.
Premium private service.

Concierge and property care in Porto Rafti — so your time is spent on what matters, not on logistics.

CTA button: Tell us what you need  ·  secondary: Message on WhatsApp

SectionIn-voice line
Local AssistanceEveryday help, handled by people you can trust nearby.
Private ConciergeDiscreet, end-to-end care for villas, owners and guests.
How it worksTell us what you need. We confirm. It's taken care of.
Why EVARISLocal presence, one point of contact, and the discretion of a private service.

Social media

Instagram / Facebook bio

EVARIS — Exclusive Services · Private Concierge
Trusted local support & property care in Porto Rafti.
EN · GR  |  ✉ evaris.gr
→ Message us on WhatsApp

Content pillars

1 · Porto Rafti through our eyes (place & light)
2 · Quiet proof — a tidy villa, a stocked fridge (no faces)
3 · The care behind the scenes
4 · Seasonal & practical tips for owners
5 · The people you're trusting — Jessica & Olena

Hashtags — measured, not spammy

#PortoRafti #EastAttica #AthensRiviera #VillaConcierge #PropertyCareGreece #ExpatGreece — 5 to 8 per post, never a wall of tags.

Post template — cream or navy field, one image, gold hairline, a short Josefin line and a calm caption. Logo small, never loud.

The villa, ready
before you arrive.
Air cooled, fridge stocked, keys in hand. You just walk in.
Caption, in voice
Some arrivals should feel like exhaling. We open the house, cool the rooms and fill the fridge — so the holiday starts the moment you step inside. Porto Rafti, looked after.
08   Quick Rules

Do & don't.

Do

  • Keep generous white space — let it breathe.
  • Use navy on cream for anything that must be read.
  • Reserve gold for hairlines, the sun and tiny accents.
  • Photograph places and textures, in warm natural light.
  • Write calmly, in "we / you", British English.
  • Use the mark only for avatars and favicons.

Don't

  • No flashy gradients or neon — no "startup" look.
  • No clip-art handyman imagery or stock smiles.
  • No gold text; no fine text on gold.
  • No Josefin Sans for body paragraphs.
  • No exclamation marks or ALL-CAPS hype.
  • No more than one accent colour per layout.
09   Greek Edition — Next

The Greek style, coming next.

This edition is English-first, for the international audience. The Greek edition is a separate, deliberate pass — not a literal translation. It will cover:

  • Transcreation, not translation — the descriptor and tagline reworked so they feel native in Greek, not word-for-word.
  • Greek display type — Josefin has no Greek, so we choose a Greek-capable display face (e.g. GFS Neohellenic or GFS Didot) for headlines; Source Sans 3 already carries Greek for body.
  • A trust-led tone — local clients respond to nearness and reliability over premium polish; Jessica's local presence leads the Greek voice.
  • Greek social & web copy — a parallel set of in-voice lines for the Greek market.