Dutch Chamber Choir
Client
Dutch Chamber Choir.
Project
Initiated in 2006, ongoing. Develop a new visual identity for this world-famous choir. Take the somewhat older existing target group into consideration, but ensure that the visual identity appeals to a younger audience as well. The identity should not only communicate the choir’s existing characteristics, such as ‘leading’ and ‘very professional’, but it should also profile the Netherlands Chamber Choir as: lively, passionate, driven and ambitious, but at a human level (in contrast with ‘high culture’).
Outcome
Sounds disappear as soon as they are created. We wanted to visualise this elusive essence of music. The first attempt consisted of the idea that choral music always has a textual foundation. We built up the base of the identity from letter forms by developing a new font type that avoids closed forms as much as possible. This openness illustrates the fleeting nature of vocal music. We applied it to the logo and in visually dominant elements such as headings. We furthermore determine the ‘face’ of the choir by linking the music programmes to images in a surprising manner. A modern and personal approach to the annual choir photo and the portraits depict the choir as a close group of very talented individual singers.