Goodbye statesmanlike, hello electrifying.
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.