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Superior Simplicity

Dutch National Opera & Ballet

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.



Brand System

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.


Brand Expression

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.


Creative Team

Concept & Strategy
Lesley Moore

Design
Lesley Moore

Art Direction
Lesley Moore
 

Photography & Moving image
Petrovsky & Ramone

Animation 
Simon Francois 

Music
Machinefabriek (Rutger Zuydervelt)

Printing
Tuijtel

Winner of
Art Directors Club Nederland
– Brand & Communication, Lamp, 2015
– Craft, Art Direction, Lamp, 2015
Red Dot Award (Germany)
– Communication Design, 2014

With a special thanks to
Zigmunds Lapsa
Roel Stavorinus

operaballet.nl


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