A dynamic identity for a theatre in motion
Finalist European Design Awards 2022
Category Integrated Identity Applications
Toneelschuur is a household name in the Dutch theatre world. As a venue for theatre and film and with their own production house, they have been presenting progressive, innovative, and adventurous theatre, dance, and film performances for over 45 years. For 20 years now, they have been housed in a building designed by dutch designer Joost Swarte, who also designed the logo.
To better connect with a younger and more diverse audience, a transition was recently initiated: from performance stage to ‘living lab’, where an increasingly broad group of makers and visitors meet and work together on an increasingly broad and interwoven programme.
Apart from continuing with the shorter name ‘Schuur’, a new visual identity should also express the new course. Our task was to develop that new identity, without losing sight of Schuur’s rich history.
To retain the link with the past and with Joost Swarte, we used the existing logo in a merely stripped-down form. By stretching the logo in different ways, we literally show Schuur as a versatile provider of an ever broadening programme. Together with Joost Swarte and type designer Arthur Reinders Folmer, we developed a custom font in which we embedded the atmosphere of the existing logo in a contemporary way.
To express the ever-increasing interconnectedness of what Schuur has to offer, we create compositions of the existing imagery. The result is an eclectic, dynamic visual language that conveys exactly what Schuur stands for: a place where makers and lovers of theatre, film, dance, music and poetry can meet and be surprised.
Based on the visual identity, we developed various assets that give further substance to Schuur’s new direction; A website that offers possibilities for deepening content and establishing cross-links. A magazine that gives more meaning to the programme. Folders, flyers, videos and campaigns that show Schuur in all its versatility and give the stage a modern, young and innovative look.
Design: Saar Manders & Mels Broekman
Concept type design: Joost Swarte
Type design & production: Arthur Reinders Folmer