Volunteer Theater Rebranding

Visual Design
client
Theater de Liefde
Project type
Visual Design
PROGRAMMES USED
Adobe Illustrator Adobe Photoshop Adobe InDesign Adobe After Effects Figma

Project description

Theaer de Liefde is a volunteer run theatre in the heart of Haarlem in the Netherlands. The theatre is unique in it's free spirited and rebellious approach, it's mission is to put love for the performing arts first and encourage creativity, positivity and warmth from both the performers as well as the visitors.

Big. Bold. Love.

We wanted to create a branding that is versatile and adaptable, recognisable and iconic. Through the process we developed the slogan "klein podium, grote liefde" which means "small stage, big love" and emphasises the theatres intimate atmosphere and love for the performing arts.

The Evolution

The old logo was created in a very practical way where the letters and illustration were cut out of felt and later scanned and digitised. The new logo pays homage to that process by implementing very simple letters in the word "Liefde" made completely out of 2 basic shapes in a rectangle and a circle. The apple caricature was also included into the branding as a reference to the theatres history but was removed out of the main logo lockup.

Designing for the feeling

The Logo focuses on bold, geometric typography within a fluid layout, giving the brand a sleek, modern look while maintaining a playful, rebellious edge. The logo places emphasis on the word “Liefde” (Love). The simplicity of the lettering gives it a handcrafted feel as if cut from paper. The logo’s fluidity offers ample opportunity to integrate motion design into the branding, bringing it to life.

Applying the love

The new branding is lively and energetic. It is rebellious and different from the other cultural institutions that often aim for class and elegance. Theater de Liefde wanted to move away from that and be represented in a way that feels inclusive for everyone and puts love and art first.
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Applying the love

The new branding is lively and energetic. It is rebellious and different from the other cultural institutions that often aim for class and elegance. Theater de Liefde wanted to move away from that and be represented in a way that feels inclusive for everyone and puts love and art first.
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Love in motion

The client had a wish to preserve its signature apple caricature from the original branding as a nod to its heritage. We decided that we will incorporate this not in the logo itself but as a strong brand element to be used in media and motion design
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