A selection of projects
by Lesley Moore

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Hotel Casa

Casa, a house. Or two houses, really. Because Hotel Casa is part student home, part hotel. Casa was set up in the late 50’s to provide affordable student accommodation. Rents for students stay low because they profit from hotel incomes.

Today, 60 years later, it still works. Every summer the students pack their stuff and make room for hotel guests. And in the autumn a new generation of students return to Casa, full of dreams and aspirations. An ever-flowing fountain of youth which is the starting point behind the visual identity we designed for them.

Strategy by Studio Spomenik and Lesley Moore / Visual identity by Lesley Moore / Web design by Your Majesty and Lesley Moore / Printing by LenoirSchuring / Photography courtesy of the Casa archive

Royal Academy of Art & Royal Conservatoire The Hague

Normally we hate unfinished business. However, when designing the new visual identity for the Royal Academy of Art and the Royal Conservatoire, unfinished business became our central theme. Reflecting what it means to study visual and performance art; ever searching for new ways and different paths. ‘Try again, fail again, fail better’ as Samuel Beckett put it.

We are developing new websites for both the Royal Academy of Art and the Royal Conservatoire, in cooperation with Digital Natives. Launch due this autumn.

Photography by Desiré van den Berg and Joris-Jan Bos

Opera Forward Festival

Let’s shake things up! That was literally the brief Pierre Audi gave us when we were commissioned to design the visual identity and campaign for the Opera Forward Festival (OFF). Mr. Audi, director of the Dutch National Opera, initiated the festival in order to explore new frontiers of opera as an art form. And, whilst opera is widely seen as a traditional art form for ‘the more mature people amongst us’, this festival aims to engage a younger audience—the opera audience of tomorrow. 

The OFF 2017 edition runs from March 18 through 31 at various venues in Amsterdam. The OFF 2016 campaign was nominated for the Cross Media Case of the Year and Theatre Poster of the Year.

Campaign strategy by Novel, Film and photography by Petrovsky & Ramone


Dutch Ballet Orchestra
A visual Identity

The visual identity of the Dutch Ballet Orchestra aims to make “musical virtuosity” visible.

This year, the Dutch Ballet Orchestra is celebrating it’s 50th anniversary. Since it was founded in 1965, it has been the orchestra accompanying the Dutch National Ballet and the Nederlands Dans Theater. Like the dance companies it partners with, the Dutch Ballet Orchestra is one of the world’s best within it’s discipline.

An orchestra which accompanies dance, needs to anticipate the dancer’s movements — as if itself is a dancer. And vice versa. This synergy is visualized in the logo of the Dutch Ballet Orchestra. In a play with letterforms, the words melt together to become one. Colour and photography play a key role in the visual identity. The colour scheme is based on the materials of the instruments like brass, copper and wood. Together with photographer Inga Powilleit Lesley Moore made portraits of all the musicians whilst playing. The result is an intriguing series of very different individuals with one thing in common: musical virtuosity.

Client: Dutch Ballet Orchestra / Project Management: Roel Stavorinus / Photography: Inga Powilleit / Print: LenoirSchuring


Prix de Rome
A visual Identity

The Prix de Rome is the oldest and most prestigious award in the Netherlands for artists under the age of 40.

The award dates back to 1807 when Louis Napoleon introduced the Prix de Rome in the Netherlands to promote the arts. Today, the aim is still to to trace talented artists and promote their further development and visibility.

Lesley Moore used “time” as the starting point for the new visual identity for Prix de Rome. The logo consists of two arrows, one pointing towards the past and the other towards the future. Together the arrows form an “X”, which symbolizes present time. Furthermore, the website has been designed as a timeline which invites the public to explore the rich history of the Prix.

Client: Mondriaan Fund / Web development: PMS72 / Print: NPN Drukkers


Dutch National Opera & Ballet
A visual identity

The Dutch Opera, The Dutch National Ballet and The Amsterdam Music Theatre have merged to form the Dutch National Opera & Ballet. The two companies will keep their own brand names, but from now on will operate together as one house. Their new visual identity was designed by Lesley Moore.

In essence both opera and ballet are about “story-telling”, and this forms the basic thinking behind the logo. The Dutch National Opera & Ballet consists of numerous stories, both on- and back-stage. The layering of these stories is visible in the logo, leaving the name of the art forms in the foreground. The logo is used as a frame, leaving space for an ever-changing range of stories.

The art forms only truly come alive when in motion, in moving image and music. Based on this idea, Lesley Moore came up with the concept for the campaigns using a “moving still image” which tells the story of specific performances. The campaigns make use of the possibilities offered by new media, and the new website operaballet.nl has been developed to exploit this to the full.

Design: 2014 / Concept: Lesley Moore & Zigmunds Lapsa / Design: Lesley Moore / Project management: Roel Stavorinus / Animation: Simon Francois / Music: Machinefabriek (Rutger Zuydervelt)

Thanks to the directors and staff at Dutch National Opera & Ballet

Dutch Nationale Opera & Ballet

Centraal Museum
A visual identity

The geometrical visual identity of Centraal Museum Utrecht can be read both as a visual translation of its character as a cultural venue, and as a symbol of its name and location in the heart of the Netherlands.

The centrally placed spot is a constant, positioned within a changing cultural landscape. Dotted lines to and from the dot provide relevant information according to time and form - whether an exhibition, signage within the museum or supplementary materials.

The dot as an active element in every medium of communication makes the museum recognisable, yet leaves space for the changing content of its exhibitions.

The result is a visual identity in which content and presentation have become one.

Design: 2011-today / Project management: Roel Stavorinus / Printing: NPN Printers / Website: Fabrique / Photography: Vincent Zedelius

Winner Dutch Design Award – Graphic Design 2012

Thanks to Marije Douma, Marco Grob, Edwin Jacobs, Zigmunds Lapsa and Manou Nonnekes


Design for a food shop

From a seed to a plant to the vegetables on your plate: without growth, Warmoesmarkt would contain no ripe tomatoes or other seasonal local produce — a fact that formed the core idea for the graphic identity of this food store. The concept took shape in the form of a typographic system based on a perforation placed in each eye-bearing letter in the name Warmoesmarkt.

The interior reads as a three-dimensional grid inspired by the classic market. Everything from price tags to product information hangs on this – literally as well as metaphorically. Although applied to letters of varying size, the dimensions of the perforations remain constant – a fluctuating contrast that symbolises growth, so essential for everything on sale.

Design: 2008 / Interior design: EventArchitectuur / Illustration: Peter Müller / Photography: Vincent Zedelius

Thanks to Piet Hekker, Paul Kuipers and Herman Verkerk

Wilfried Lentz
A visual identity

The house style of art gallery Wilfried Lentz was required to not only express the pioneer mentality of the gallery, but also do justice to its individual artists.

Lesley Moore found the balance between these two needs in a striking interplay by which each new exhibitor is assigned a unique and appropriate font. The artist’s name and the date of the exhibition are an amalgam of the previous and the new.

The method leads to curious letter combinations, resulting in a pronounced and recognisable identity. The successive exhibitions form a timeline that is synchronised with the gallery’s evolution.

Design: 2008-today / Technical realisation web: Bas Ben Zineb / Music: Machinefabriek

Thanks to Nikki Gonnissen, Wilfried Lentz and Thomas Widdershoven


Andrés Ramírez Gaviria
An artist publication

For the art publication Between Forms of Representation and Interpretation, Lesley Moore made a typographic interpretation of the eponymous work of Andrés Ramírez Gaviria. Gestalt theory – “greater than the sum of its parts” — plays an important role in the work of this Colombian artist. Lesley Moore embroidered on this theme by using deconstructed typography throughout the book.

Each letter is separated into three elements: vertical lines; curves and diagonals; and horizontal lines. Using a separate page to close each segment means that the title of each work can only be read when two consecutive semi-transparent pages are superimposed. Following the same line of thought, the abstract cover forms a conceptual translation of the title of the book, expressed only in verticals.

Design: 2012 / Publisher: Onomatopee / Printer: Lecturis / Binder: Patist

Selection Best Dutch Books 2012

Thanks to Trudy Dorrepaal, Andrés Ramírez Gaviria, Freek Lomme and Mike Silva


Rietveld's Universe
Design for an exhibition

Beyond the cliché – that was the starting point for the graphic design of the Gerrit Rietveld exhibition at the Centraal Museum in Utrecht.

For Rietveld, “the space between the frames” formed the essence of his iconic Red Blue Chair - and Lesley Moore based its concept on this idea. Applying the same principle to an image of the chair allowed its characteristic dowel joints to fall away, leaving only their projecting yellow edges.

Against a deep blue background, these represent, literally as well as figuratively, the universe according to Rietveld’s thinking. The custom font comes from the same thought process, and serves as a unifying element for the various text elements within the exhibition.

Design 2009 / Exhibition design: Kinkorn / Photography: Vincent Zedelius and Mike Bink / Book publisher: Nai/010 Uitgevers / Printing and lithography: Ofset Yapimevi

The Rietveld’s Universe typeface has been acquired by the Vitra Design Museum

Thanks to Rob Dettingmeijer, Maarten Meevis, Marie-Thérèse van Thoor and Ida van Zijl


Design for an architecture magazine

Can an architecture publication look as good as a fashion magazine? In 2007, Mark magazine, a bimonthly international glossy on architecture, broke away from the dry, archaic approach of its competitors. A lively combination of generously sized images, playful and experimental typography and a one-off approach to each and every issue made every number a sought-after collector’s item.

With Mark’s distinctive, high-impact covers, based on reworking existing images by hand, and its muscular logo, also designed by Lesley Moore, the magazine set the tone for a new way of communicating architecture – rich, seductive, surprising and inviting – without alienating the traditional readership.

Design: 2006-2008 / Lithography: Neroc VGM / Printing: Tuijtel

Winner European Design Award 2008 – Best Magazine

Thanks to David Keuning, Robert Thiemann and Arthur Wortmann

Mark Magazine

A visual column

A daily comment on the news, contained in a single image and made in a few hours.

Gorilla, a column in images created by a design collective consisting of De Designpolitie, Herman van Bostelen and Lesley Moore, first graced the front page of Dutch newspaper De Volkskrant in 2006. The language of the column stems from sampling existing symbols, icons, flags and more. A Gorilla asks a question or posts a comment.

At its birth a novelty, the Gorilla of today can be found weekly in De Groene Amsterdammer. The columns have been collected in two books. Over the course of time, a number of iconographic images have emerged — one of them being the map of the Netherlands as a character acting out events involving the country. For example, when news headlines announced a further hardening in policy towards asylum seekers, the Netherlands appeared as a hermetically sealed bastion.

Design: 2006-today

Publications: The Daily Gorilla, BIS publishers, isbn 978-90-6369-191-2 / De Wereld volgens Gorilla, Meulenhoff, isbn 97890290 8160 3

Selection Brit Insurance Design Awards, 2010 / Rotterdam Design Award - Public Award, 2009 / European Design Awards – Miscellaneous, 2007 / European Design Awards – Jury Award, 2007 / Art Directors Club Nederland, 2007 / Dutch Design Awards, 2007

Thanks to Simone Berghuis, Herman van Bostelen, Pieter Broertjes, CaMu, Arie Elshout, Richard van der Laken, Christine Rothuizen, Xandra Schutte, Bob Witman and Pepijn Zurburg

Gorilla on Facebook / Groene.nl/gorilla

Lesley Moore
The Logo Machine

The Logo Machine proves that a house style can be dynamic, recognisable and democratic. The idea in developing Lesley Moore’s own identity was to create not a frozen-in-time visual, but a different approach to the logo.

The ingredients of the Logo Machine are defined by a palette which allows every visitor to the website to draw on a vast range of graphic elements. Stickers of the resulting LM logos are used to adorn business cards and post. The result? A constantly changing logo that displays the identity of the studio in a series of specific moments. So far, the bank contains over 4,000 different LM logos.

Design: 2004-today / Technical realisation: Eric Numans, Bas Ben Zineb / Music: Machinefabriek

Thanks to friends, colleagues, clients and strangers for making Lesley Moore logos

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