The new Theater Rotterdam is the result of a merger between the Rotterdamse Schouwburg and the Productiehuis Rotterdam. Theater Rotterdam makes and presents theatre as well as educates the newest generation of theatre makers. With roots in Rotterdam, the theatre travels through the Netherlands and around Europe.
Theater Rotterdam stands for groundbreaking and often interdisciplinary theatre performances that celebrate differences, diversity and multiformity. The theatre brings together actors, journalists, dancers, inventors, storytellers, choreographers, talents and an interested audience to make theatre, realise real encounters and bring something about in the minds and hearts of its visitors as well as in the city of Rotterdam. It may be controversial, uncomfortable or surprising, as long as something happens. The new Theater Rotterdam has taken it upon itself to break through the filter bubble and the theatre walls.
Due to its wide scope of activities and events, the theatre needed a strong, recognisable identity. It needed to works for both large productions in the main hall but also for initimate performances in pop-up locations. It need to be discernible while being representative of a diverse group of theatre makers and visitors.
The logo of Theater Rotterdam functions as a true monogram that, like a visual explosion of sorts, makes its mark on the whole visual identity. The logo makes an impact while being beautifully simple; you can draw it yourself with just a few strokes of a pen. It’s a logo that leaves a lot open. It embodies the nature of the theatre and realises the vision of the theatre by stirring something in the viewer. In the visual language, the monogram functions as a fixed value that brings together different layers. It’s a visual explosion that communicates very directly and can be applied in every situation.
With its empathetic approach to performances, Theater Rotterdam wants to break through one-dimensional thinking. We have included this in the visual identity by including geometric shapes and the rounding of the ‘R’; shape; it’s like a personal touch of empathy in the design. A detailed brand architecture which dictates the hierarchy of the monogram provides guidelines for the placing of ‘TR’. When offering a platform to other theatre companies, the visual identity is more supportive in nature and the style is combined with a subtle bar and the placing of a small logo. With their own productions, the monogram is stamped prominently on various communications means. A slight variation in the style has a direct impact on what is communited.
The meaning of the logo has taken its own life among residents of Rotterdam and theatre enthusiasts, from a ship steaming ahead to theatre curtains. But they all agree on one thing: they are proud of Rotterdam’s new theatre.
- Creative Directors Vruchtvlees: Digital, Strategy & Design
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