Secret Parking is a private parking facility located just a few minutes from Thessaloniki Airport. Unlike most airport parking services that are easily visible from the main road, Secret Parking is slightly hidden — accessible only by taking a discreet right turn onto a smaller side road. This detail not only defines the user experience but also inspired the name of the brand: “Secret.” The idea of something slightly hidden, yet convenient and valuable, forms the core identity of the brand. It speaks to travelers who prefer smart, reliable, and slightly off-the-radar solutions — people who don’t necessarily follow the obvious route, but trust that the best options are sometimes found by turning off the main road.

The logo and visual system were developed to reflect this concept of discreet direction. The letter “P,” the universal symbol for parking, was custom-designed to include a visual element of a right turn, reinforcing the exact action that drivers must take to reach the location. This transformation is subtle yet clever, turning a familiar symbol into a unique and site-specific graphic identity. The rest of the typography was also created from scratch to echo visual cues from road signage, such as directional arrows, geometric shapes, and clean, legible lines. These elements are commonly associated with navigation, making the brand instantly relatable to drivers.

The overall branding combines functionality with design clarity. It feels both technical and welcoming — practical for travelers in a rush, but memorable in its uniqueness. Every element of the identity system, from signage and digital materials to wayfinding and uniforms, was considered with consistency and clarity in mind. “Secret” isn’t just a name; it’s a story of discovery. And with the right visual language, that story begins long before someone parks — it starts the moment they turn.