The Dutch National Opera & Ballet delivers performances at the very highest level - crowned the World’s Best Opera House in 2016. When we were commissioned in 2013 to design their new brand identity, our main goal was to reflect that quality in everything they communicated.
An important component was to create a brand that also attracted a younger audience. Together with an ambitious board of directors, we agreed on a new strategy. This included shifting the focus from photography to moving image, making the brand more available to new generations.
The logo system is designed as a frame that creates space for the strong imagery inherent in both opera and ballet. In addition, we designed a minimalistic layout system that leaves space for the imagination of the user.
Attending a performance at the National Opera & Ballet includes moments of contemplation and (audio)visual meditation. With a minimalistic approach and focus on strong imagery we strive to give potential audiences a glimpse of this, encouraging them to come and see for themselves.