Back to the future

Culture

On the occasion of the 100th anniversary of the Deutsche Oper Berlin and the inauguration of artistic director Dietmar Schwarz, Stan Hema continuously revised the brand strategy and visual communication of the opera house between 2011 and 2017. With its logo, font and colour, the new design ties into the tradition of the opera house and leads it into the future.

The Deutsche Oper Berlin sees itself as the ‘most democratic opera house in the world’: founded by citizens, for citizens, as a counterpoint to the courtly performances on Unter den Linden. Thanks to its artistic quality and its broad repertoire, it is now one of the most renowned opera houses in the world. Under the guiding principle of ‘opera without airs’, Stan Hema redeveloped the image of the institution.

‘Designing communication for a traditional establishment such as the Deutsche Oper is a balancing act,’ says Mathias Illgen, managing director of Stan Hema. On the one hand, it is important to visually attract the regular audience, and on the other hand, the art form of opera is faced with the challenge of opening up new and younger target groups, he adds. ‘We succeeded in doing this with a powerful, avant-garde visual language and courageous communication, the message of which convinces even hesitant opera fans.’

Stan Hema retained the house typeface Akzidenz Grotesk and the Deutsche Oper yellow, which is based on the unmistakable colour scheme of the seating. Following the guiding principle of ‘opera without airs’, we established a brand image that consistently avoids clichés and pathos.

The new visual language uses extreme positions to create a perceptual space in which opera lovers new and old can find their own personal perspective. After a few turbulent years, the institution can now confidently build on its great traditions and reposition itself as one of the leading opera houses in the world.