Visuele identiteit, Nationale Opera & Ballet

Dutch National Opera is increasingly reaching out to a younger audience. By using moving image as a main communicator, digital media channels are used in a much more active way than before. The new visual language has openend The Dutch National Opera & Balletto a broader audience resulting in record sales. The systematic approach of the brand identity has given the 3 former institutes a synergy effect wherein the opera 'helps' the visibility of ballet and 'vice-versa'.

The brand identity is designed to act as a frame, leaving space for various narratives. 'Superior simplicity' is the theme behind all of the design elements, putting emphasis on craftsmanship in all levels of communication. Moving image is the starting point for all imagery, static images are stills taken from film. By using extreme slow motion the aim is to create a moment of contemplation, similar to what a visitor can experience when watching a performance.

The Dutch Opera, The Dutch National Ballet and The Amsterdam Music Theatre have merged to form the Dutch National Opera & Ballet. The two companies will keep their own brand names, but from now on will operate together as one house. lesly Moore was asked to design the new brand identity. It should reflect the unity of the 3 sub-brands, and at the same time leave space for the unique characteristics of the art forms. Furthermore one of the main goals for the new brand identity was to approach a younger audience for art forms which generally are associated with a mature audience.