The new corporate design for the Düsseldorfer Schauspielhaus integrates the building itself by making the characteristic silhouette of the theatre a key design element. It thus brings together the playhouse and its message to create a strong identity that immediately catches the eye and makes this Düsseldorf institution distinctive and unmistakable. In addition to classic print formats with portraits of actors and programme information, space is also created for a “vivid campaign” in which the building’s architecture itself becomes a means of communication. In this way, the theatre gets its own “stage” for presenting image and play-relevant topics. At the same time, the brand image is strengthened and the elite image of the institution is counteracted by the welcoming appearance of the design.
Statement by the Jury
The outstanding achievement of the new corporate design for the Düsseldorfer Schauspielhaus is the bold design of its logo. The way in which the building itself turns into the primary graphic element is highly imaginative and lends the logo an unusual and remarkable appearance. This impression is further enhanced through a distinctive use of typography.