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.

The elements of love

The colours have an origin in the identity of the theatre. Located in the red light district of Haarlem the theater prides itself on passion and rebelious nature which is reflected with the bright almost provocative orange as the main colour. It stands out as it is highly contrasting on both black and white and packs a visual punch. The green colour was added as a reference to the apple of the old logo and to provide the contrast to the warm orange while remaining vibrant and bright.
Love in motion
The logo and brand were designed with strong consideration of motion design as we knew we wanted this to be an alive and moving brand from the start. We came up with a way for the theatre to have an impactful digital presence by incorporating motion into the tightly constructed letters of the word "Liefde". By expanding and moving the letters we achieve a fluid system that allows for insertion of images, quotes, videos and adds a unique styling to the brands digital presence.

A brand in it's natural habitat

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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A brand in it's natural habitat

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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A character with heritage

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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