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Branding > 10.4 Printed Identity Applications

A notable pair: design system for TAQA Theater de Vest/Grote Kerk Alkmaar

by Vruchtvlees

TAQA Theater de Vest and Grote Kerk Alkmaar form a notable pair in the heart of Alkmaar, a city in the North-West part of the Netherlands. Although the same organisation is behind the two buildings, this is not so clear to the outside world. To broaden the quality mark of the organisation and to visibly connect the two brands, the theater and church were in need of a flexible design system that also covers their quality programming and adjacent festivals.

The brand identity encompasses a wide variety of resources and makes it recognisable and distinct with the use of a vibrant color scheme. The result is a dynamic brand system that matches the target groups and programming. From now on, the church, the theater and their additional programming will continue as one family.

The power of the family is in its opposition. De Vest is sharp and modern, De Grote Kerk grand and lofty. Both in their architecture and their programming. We based the identity on these architectural details. The notable forms of both buildings create patterns and interact with photography. Even though the combination of forms and colors is always different, the marketing assets are always distinct.
Before the start of the rebranding process, TAQA Theater de Vest and Grote Kerk Alkmaar investigated promising target groups. Based on these findings, the design language adapts itself to every target group. Regardless of the medium.

The vibrant colour scheme and typefaces, called Mabry Pro and Graphik, give De Vest and De Grote Kerk a warm and welcoming face. Powerful one-liners add edginess. In this way, the identity connects the whole family as one, from billboard to business card and from festival to exclusive activities.

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