edenspiekermann_
Utrecht City Theatre

How do you create a recognisable visual identity for an organisation with many different aspects? Utrecht City Theatre is a leading theatre in Utrecht and the central Netherlands. It is a place where artistic quality, cultural and community engagement, passion, adventure and skill come together. And that is exactly what the theatre wants to communicate in an open and accessible way so that it appeals to a wide-ranging group: visitors, performers and employees.

Edenspiekermann developed a custom typeface and logo based on the words excitement and reflection. Applied in a clear, accessible house style, it gives Utrecht City Theatre a modern, self-assured identity.

Approach

A visit to the City Theatre should be something special. As a visitor, you want to be surprised, touched, made to laugh, or inspired to think. As a performer, you want to achieve that with the audience. In short: excitement, emotion and reflection are what occur when this is achieved. This notion is what drove our development of a custom typeface and logo.

We have applied a simple, powerful typographical concept consistently to all communication tools. The typography and colour scheme are reminiscent of the era of Dudok, architect of the theatre. The typeface is dynamic, exciting and scintillating. It defiantly brings the City Theatre right up to date.

Edenspiekermann designed the entire range of communication tools: from the season programme to the website, and the exterior signage to the branded car fleet. From the beginning of June, the City Theatre will herald the new theatre season across the city in the new house style. On banners, posters, bus shelters and a fully branded Utrecht city bus.

Result

The new style gives Utrecht City Theatre a modern, self-assured visual identity. The organisation now has a starting point and the inspiration to develop into a powerful cultural brand in the coming years.