Goodbye statesmanlike, hello electrifying.

Culture

Radically reduced, loud and expressive: the new image of the Staatstheater Hannover presents the institution as a source of fresh impetus and motor for society. We took the logo, an X, and reassembled it from two lightning bolts. They represent the energy of the theatre’s four genres (drama, opera, ballet, concert) and serve as a flexible visual backbone that can be scaled across all media and theatre formats. The visual appearance is polarising and positions the Staatstheater as a courageous, unmistakable cultural brand.

Our work included the development of a corporate design that enables the individual sections to act independently and at the same time strengthens the sense of community within the company. The design system was developed in a participatory process and supplemented with training for the internal graphics team and external service providers, providing the Staatstheater with creative freedom for the next ten years. From seasonal brochures to digital communication, the system can be used flexibly and enables cross-genre formats and new festivals that are intended to have an impact far beyond the confines of the city.

The cooperation was intensive and challenging: ‘We succeeded in bringing the artistic management team of the multi-genre theatre together for the first time in order to jointly develop and review the strategic direction. The goal was clear: to be a motor for society,’ says Mathias Illgen, partner and managing director at Stan Hema. Designer Mathias Schulz adds: ‘I am proud that we have succeeded in giving so much power to a dynamic image. It’s electrifying, loud, expressive and lively.’

We were happy to follow our client’s request to bring the photographers Sven Marquardt and Kerstin Schomburg on board. Marquardt photographed the ensemble of opera and ballet and concentrated on presenting the personalities, while Schomburg met with the actors at their homes and favourite places. The aim was to make a statement photographically. Stan Hema provided intensive advice and support in the process. This was challenging, but also enormously productive and efficient. The result is a brand identity that shapes the theatre landscape, appeals to new target groups and has even garnered admiration in the design scene.