Encouraging cultural participation through playful connections.
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By sparking imagination and actively involving children of all ages in the performing arts, hetpaleis has always been a crucial link in the flourishing artistic development of the younger generation.
But how to represent the iconic institute’s broad offer of activities for an ever expanding target audience this diverse in age and interests? The answer: Almost endless creative iteration of the original iconography.
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Wired to inspire
Mutant™ designed an extensive brand refresh translating the performing arts house’s emboldened mission statement: To actively connect an exponential amount of young creative and artistic potential with art, culture, and imagination.
Visual versatility
A key aspect in the design is the partial retention of the existing wordmark with its connecting element. However, the rigid ‘tube’ was transformed from a grid-based module into a constantly surprising and playful linework representing flexible, varied and dynamic connections.
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You can add a 2nd block with the toggle ->
-> You can also add an image and remove the heading via the toggles.
Engaging design
An almost endless array of playful applications invites children and young people not only as spectators, but also engages them as conversation partners and de-facto brand ambassadors. The launch of the new visual identity coincided with the premiere of the new theatre season, providing the perfect platform to showcase the versatility of the new visual identity.
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Style the theme like this:
- theme-dark
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- theme-dark bottom
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-> This will set a different aspect-ratio equal to that of an A4 sheet of paper.
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“A stroke only has artistry when there’s a ‘twist’ to it. A journey often more interesting via many detours.”
Style the theme like this:
- theme-dark
- or
- theme-dark bottom
- a4
-> This will set a different aspect-ratio equal to that of an A4 sheet of paper.
Styling options are:
- left
- right
- fullscreen
.jpg)
- a4
-> This will set a different aspect-ratio equal to that of an A4 sheet of paper.
Styling options are:
- left
- right
- fullscreen
