For the progressive, contemporary and proud Grand Theatre Groningen, Studio Lennarts & De Bruijn was appointed to develop a brand-new visual identity. One which is accessible, recognisable, distinctive, counter-threaded, flexible, divers and simple. On paper a match made in heaven, in reality it was grand indeed.

The stage functions as a central point in everything Grand Theatre does and stand for, 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.

We've also designed and developed a grand website for our favourite theatre in Groningen.

By making the distinctive shape the core of the identity, we’ve created one of the most distinctive and flexible visual identities ever made. The identity adapts to its surroundings, as Grand Theatre does with its audience and artists. A large part of the variables remain extremely flexible, without causing a loss in recognisability. Color, proportions and amount are all variable and even a fixed logo rarely needs to be used.

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.