Branding and Ancient Greece: A Timeless Society
- Brisa Reis
- 16 de abr.
- 6 min de leitura
This article is part of our series where we will share reflections, discoveries and dialogues related to branding, investigating everything from ancient civilizations such as Mesopotamia to the trends that are shaping the 21st century.
The concept of modern branding as a visual signature, campaigns and digital strategies may seem distant from the world of Ancient Greece. However, Greek practices offer valuable insights into modern branding, especially when it comes to the use of symbols and narratives to communicate cultural values and identity.
The combination of art, architecture and symbolic elements reflected the power, beliefs and legacy of this civilization in such a striking way that its influence persists to this day.
Coins: The Identity of City-States
Each Greek polis or city-state asserted its sovereignty and culture through coins minted with visual symbols that went beyond their economic function.
One example is Athens. There, they used the figure of the owl on their drachmas, representing Athena, the city’s patron goddess. Although the exact reasons for this association are lost in time, it is interesting to note that in many places the owl symbolized wisdom, strategy and divine protection. This reinforced the idea of Athens as an intellectual and cultural center. Ultimately, these coins were like visual ambassadors of the city, carrying its values and culture throughout the Mediterranean world.
And it wasn't just Athens that used coins to express its identity. Corinth, in turn, minted the image of the winged horse Pegasus, referring to mythology and its maritime power, while Sparta, true to its austerity, opted for minimalist designs that reflected its military culture. These coins were a means of exchange, and they also communicated the values and reputation of the cities, functioning as tools of cultural identity.
The use of local symbols on coins was a subtle but effective way of asserting the political autonomy and cultural uniqueness of each polis. In addition to their economic function, Greek coins carried symbols that represented the identity and values of each city-state, playing a role similar to that of modern symbols and logos in constructing a cultural and political perception.
"Personal Branding" in Ancient Greece
If the concept of personal branding existed in Ancient Greece, its philosophers, poets and athletes would be true masters in the art of building a striking identity. Although they did not have the same understanding of "brand" that we have today, their ideas and achievements made them symbols of knowledge, influencing the world for centuries with an impact as powerful as that of modern big brands.
Socrates, considered the father of Western philosophy, personified the search for truth through constant questioning. His “brand” was not created intentionally, but rather as a consequence of his passion for wisdom. His reputation as a “wise man” and “master of irony” made him a symbol of critical thinking and reflection.
Plato, a disciple of Socrates, founded the Academy, one of the first institutions of higher education in the Western world. His “brand” as a philosopher and educator was established through the Academy and his writings, which explored the Theory of Ideas and other complex philosophical themes.
Aristotle, a disciple of Plato, founded the Lyceum, a school that differed from the Academy by its emphasis on observation of nature and empirical research. His “brand” as a scientist and philosopher is due in part to his work at the Lyceum, where he developed a comprehensive philosophical system that encompassed many areas of knowledge.
The Olympic Games in Ancient Greece were more than just sports competitions; they were a huge platform for building reputations, both for athletes and cities. Imagine the prestige of winning! An Olympic winner was celebrated as a hero, and his victory elevated the name of the city throughout the Hellenistic world. It was as if each victory was a political and cultural calling card, showing the strength and talent of that city.
A great stage for propaganda. In addition to the competition, the Games were a cultural showcase, and each city demonstrated its relevance and sought to stand out. And the interesting thing became more than just the sport: it was about legacy, identity and status. When an athlete won, the entire city was strengthened.
This “personal branding” of Greek athletes shows how the Greeks understood the importance of cultivating a public identity that would be admired and remembered, reflecting the individual and the values of their community.
It is important to remember that the concept of “personal branding” is a modern analogy to describe a phenomenon that existed in Ancient Greece. The Greeks did not have the same understanding of “brand” that we have today, but they certainly cared about their reputation and the legacy they would leave for future generations.
We can learn from Ancient Greece that personal branding goes beyond self-promotion; it is about coherence, purpose and impact. After all, brands come and go, but well-cultivated ideas can be immortal.
Art and Architecture: The Greek Cultural Mark
The Greeks had such a powerful aesthetic sense that even today we recognize the strength of their visual identity. Looking at the Doric, Ionic and Corinthian columns, we see that they were architectural elements, symbols of balance, harmony and grandeur. Detailed sculptures of gods, heroes and mythological scenes served as a visual narrative that communicated the values of society, reinforcing its cultural identity.
Each building, from the imposing Parthenon to the small theaters, was designed to convey a message of power, wisdom, and connection with the divine. This original combination of functionality, beauty, and symbolism created a visual identity so strong that it is still recognized today as synonymous with sophistication and inspiration for Western culture.
The Greeks used art and architecture to decorate, legitimize power, and project collective values. These cultural practices, even without the strategic intentionality we associate with modern branding, ended up shaping the world’s perception of Greece as a symbol of sophistication and cultural legacy.
The Greek influence was so well structured literally and symbolically that cultures such as the Roman and Renaissance adopted it and transformed it into the foundation of the idea of sophistication that we carry to this day. It is the kind of legacy that proves that form and function can be inseparable.
Our Reflections
Micer Santos: You know, Brisa, what Ancient Greece can teach us about branding is that building identity and trust is a deeply human practice. There, it went beyond the market; it was culture, philosophy, and even a way of immortalizing values. Athens and Sparta, for example, are classic cases. Athens created an identity based on wisdom, democracy, and art, while Sparta emphasized strength, discipline, and military efficiency. Each city cultivated its brand as a strategy to assert its position in the Hellenic world.
Brisa Reis: And this wasn't limited to cities, right? Philosophers like Socrates and Aristotle, artists like Phidias, and even Olympic athletes all built "personal brands" that spanned centuries. Symbols, ideas, and narratives were tools of influence and permanence. Coins, for example, carried symbols that represented the values of the polis. If you think about it, Greece had the foundations for branding, proving that identity and legacy are as powerful as any product.
Micer Santos - Direction
Brisa Reis - Copywriter
Inspirations and sources: BOARDMAN, John. Greek Sculpture: The Classical Period: A Handbook. Editora: Thames & Hudson, 1985. l CARTLEDGE, Paul. Grécia Antiga - Coleção Histórias Ilustradas. Editora: Edioro, 2009.
www.worldhistory.org / www.nationalgeographic.com
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This conversation doesn't end here... In the next post we will talk about the relationship between Ancient Rome and Branding.
