Shaping the Void
Arno Schuitemaker is an internationally acclaimed choreographer. His stripped down performances are famous for their mesmerizing, almost hallucinating effect, creating a magical tension between performers and audience.
When commissioned to create the new brand identity for Arno Schuitemaker, we encountered a paradox. On the one hand he was looking for a recognizable and outspoken identity. On the other, his avant garde body of work called for a playful expression. Looking for a systematic approach to this, we took inspiration from choreography where space is an active element in visual expression.
The Arno Schuitemaker brand system has a flexible logotype consisting of letters which individually react to each other and the space surrounding them.
Addressing his fan base but also opening up to new audiences, we aim for a playful yet recognizable brand expression. Images are created and selected to stimulate curiosity, raising questions rather than just giving answers.