The brand design of Theater Rotterdam engages with the visitor at all touch points of the customer journey. It focuses on a distinctive monogram, the “TR”. A detailed brand architecture, which determines the hierarchy of the monogram, provides guidelines for the placing of the logo: when offering a platform to external theatre companies, the visual identity is more supportive in nature, and the style is combined with a subtle bar and a small version of the logo. For the theatre’s own productions, the monogram is stamped prominently on various means of communication. The wide range of the colour palette, consisting of aubergine, salmon, earth and blue, works both online and offline, and supports a recognisable brand aesthetic.