Shaping the Void

Arno Schuitemaker

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.

Brand System

The Arno Schuitemaker brand system has a flexible logotype consisting of letters which individually react to each other and the space surrounding them.

Brand Expression

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.

Special Edition

Creative Team

Visual identity
Lesley Moore

Art direction
Lesley Moore

Jim Haakman

Oliver Turpin

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