- Grand Theatre Groningen identity
Studio Lennarts & De Bruijn was the chosen one to develop a brand-new visual identity for the progressive, prominent and present-day Grand Theatre Groningen. One which is accessible, recognisable, distinctive, counter-threaded, flexible, divers, but above all simple.
A match made in heaven, in theory.
In practice it was grand indeed.
A central point in everything Grand Theatre does and stand for is the stage. So, we made it the identity’s fundament as well. We’ve translated this in an abstract way. With the rectangle representing the stage and the oval as the spotlight. Surely, the spotlight refers to the theatre, but in a metaphorical way it also represents GTG’s capability and ambition to increase the presence and visibility of (performing) artists.
Now you’re here, we’ve also designed and developed a grand website for our favourite theatre in Groningen. Go, check it out!
By making the shape of the oval the core of the identity, we’ve created one of our most distinctive and flexible visual identities yet. The identity adapts to its surroundings, as Grand Theatre does with its audience and artists.
When working with a visual identity the main goal is to submit all kinds of variables to said identity without losing recognizability. It shouldn’t matter what colors, proportions, images or even the amount of content you unleash upon it, you should still be able to link it to GTG.
Hell, if you did an outstanding job even a fixed logo rarely needs to be used. Mission accomplished!
Grand Theatre is the mother ship for the performing arts, setting off from the heart of Groningen. We programme and produce trendsetting theatre, while actively engaging with our environment. Together with the public, local creatives, social partners, and national and international artists, we seek new concepts, connections and working methods to make the professional performing arts of value to everyone living in the northern Netherlands. This involves activities far beyond the confines of our own theatre.
- Text: Grand Theatre Groningen