Set in one of the oldest buildings in the heart of Athens, NΟΤ carries a long history passed down from generation to generation. Rumor has it that, moments before the Greek Revolution of 1821, a wealthy Turkish entrepreneur had bought the plot to turn it into a brothel, giving the complex its distinctive architecture composed of small units, protected from the outside, revolving around a central courtyard.

Several decades later, it’s carefully restored to reflect its cultural identity. NOT captures a sense of place that is now preserved mainly through books, oral histories, and films. While Athens is changing, NOT wished to become a city retreat that preserves the charm of the old Athenian neighborhoods that were once filled with the humbleness, desires, and dreams of the people that lived there, while adopting a modern-meets-the-past mentality. A hidden oasis tucked into glorious ruins and reconverted industrial derelicts, caught in this in-between space where past and future meet, NOT is a place for dreamers.​​​​​​​

As a family-owned and built hotel, the logo proudly displays a bespoke crest featuring the initials of NOT in an unconventional, inverted arrangement. Serving as the cornerstone of the brand, commands attention with its contemporary design, exuding prestige, dynamism, and elegance. A dynamic symbol with an imposingly discreet presence, a personal monogram that defines the hotel’s unique identity.

Inspired by CF Asty, we crafted a custom typeface by inverting selected letters, enhancing the brand’s distinct character.