The tension between history and renewal lives in the logo. The kerning nods to the iconic Scapino poster imagery of the nineties. The counter of the O became a perfect circle. From there we built the system: the circle places the focus where the energy is, the square creates order. Black and white form the base. Each performance gets one colour from a palette of eighteen.
Scapino Ballet Rotterdam
An identity that speaks to a younger audience without losing the existing one. Not acting younger. Being sharper. The foundation: the power of dance moves the world.
The system is built for the places where a younger audience meets Scapino. Imagery thinks in series, not in one campaign shot. Crops leave something outside the frame; the viewer fills it in. The motion system goes further: letters move the way dancers take their place within a choreography. A tool converts physical dance data into animation. Powerful movements turn raw, controlled movements fluid.
The language followed: not explaining, but making people curious. And an identity is only as strong as its use. So no PDF on a drive. The entire brand lives in Brandbook, our digital brand platform. A Motion Generator running on the brand's own motion system, an AI Copywriter that knows the tone of voice. This way, the identity does on a weekday what dance does on the weekend.
Credits: Iris Hendriks (Photography, Film)
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