MoederscheimMoonen Architects is an architectural practice based in Rotterdam. The company works on a variety of commissions ranging from housing projects to commercial buildings. With their practice expanding and undergoing a series of structural changes, it was clear that the current visual identity did no longer represent MoederscheimMoonen the way it should.
Their mission is to create environments where people live, work and play. Based on this mission we explored the possibilties of designing a dynamic identity. We wanted to create a unique and exciting identity, reflective of their projects and growth. We created a bold brandmark that translates to six different monograms to emphasize their multidisciplinary character.
To complement the brandmark we designed a wordmark that seeks to balance the bold and iconic appearance of its companion. As an additional supplement the descriptor ‘architects’ can be added.
For nearly a decade now we’ve been Architecture Film Festival Rotterdam’s partner in all things campaign and communication. Steadily building the AFFR brand in conjunction with developing strong campaigns throughout the city of Rotterdam to communicate each year’s new festival theme.
For the last two editions (2020 and 2021) of the festival, we created a striking campaign in which typography plays a major role in a powerful, almost architectural way. Supported by atmospheric film stills and a powerful color palette, this resulted in two eye-catching campaigns.
Het Industriegebouw was designed by acclaimed architect Huig Maaskant together with Willem van Tijen. It was built to accommodate a large number of smaller businesses who had been robbed of a workplace by the 1940 bombardment of Rotterdam. In recent years, still a hub for mostly young start-ups as well as long-running businesses, its current owner has been restoring the building to its original grandeur.
We created an identity and a website for this rejuvenated building to match the needs of its users who are not mere renters but also constitute the community of Het Industriegebouw.The logo and design elements ooze the austerity and timelessness of the post-war era and were inspired by the architects’ original drawings which are characterised by hand-drawn lines, typo and use of white space.
Bajeskwartier will be an inspiring district within the Amsterdam ring road. A place to live, do business, learn, create and relax. A place for start-ups, education, art, restaurants and cafés, workshops, studios, a school and much more.
Studio Beige was asked to develop the functional and graphic design for this exuberantly green hotspot.
The purpose of the website is to inform and enthuse the visitor, in addition to selling the homes and workspaces.
The website therefore provides an incredibly rich representation of the featured architecture, the environment, the scale of the project and all possible interpretations of it.
District West is an Amsterdam-based creative hub which aims to offer a (flexible) work environment designed to enhance health and well-being. A place designed to collaborate, to innovate, and to embrace the future. Their visual identity consists of a brandmark and a tag line – ‘Growing the new standard, embracing the future’ – which is used complementary throughout the identity.
Their visual identity consists of a brandmark and a tag line – ‘Growing the new standard, embracing the future’ – which is used complementary throughout the identity. The brandmark comprises two typographic elements which are based on the brand’s initials D and W.
The ‘D’-shape acts as a window for images and text. It frames, claims and projects the collaborative aspect of District West.
In addition to the brandmark, we designed a wordmark that seeks to balance the functional and playful appearance of its companion. The colour system highlights sustainability and sociability. All to stress and convey District West’s ambitions: to give way to creativity, in a green and vibrant urban work environment.
De Wijnwinkel is a Dutch wine importer, national distributor and retailer based in Amsterdam. Since 1986 they’ve been working directly with small-scale, family-owned wine producers from Europe, and have been building a fantastic, extraordinary community of wine lovers.
Studio Beige was initially asked to develop a new webshop for De Wijnwinkel. However, we all quickly realized that the logo and visual identity needed our attention as well. The visual identity became a carefully balanced marriage between strong typography (inspired by authentic French storefronts) and an elegantly detailed visual language.
We also integrated and updated the vignette based on their very recognizable red (physical) shop facade. The characteristic illustrations by Floris Tilanus give the overall appearance a very distinct character, which suits both De Wijnwinkel and the people behind it.
In collaboration with Kiss the Frog (technical development) we created an interactive whiteboard app for primary schools. With this app from Nederlands Dans Theater (NDT) children learn about modern dance in a playful way. The choreography ‘The Statement’ forms the basis of the app which was made for primary school groups 7 and 8.
The students can view fragments of the choreography along with short dance videos and discuss these. And also experiment with video fragments in order to create and perform their own dance.
The visual style of the app highlights the title of the app: it’s a statement! We opted for bright and contrasting colours, strong shapes and pronounced combinations.
For the design of the icons and pictograms we let ‘stickers’ and visual elements from contemporary social media culture inspire us.‘The Statement’ is the third digital whiteboard app – besides “Parade” (2018) and “Dreamplay” (2019) – in an ongoing series which we continue to create for NDT.
Codarts is a Rotterdam based school that trains talented and driven dancers, musicians and circus performers to become dedicated and inspiring artists leaders and facilitators.
Studio Beige was asked to create a restyle of their visual identity, website, social media kit and templates for print and online communication.
We refined the logo, by adding a non-fixed shadow and adjusting it slightly so it would fit to a new grid, which could in turn support the key design elements. Also we left vast amounts of room within the design(s) for input by students. This resulted in a dynamic identity that breathes a cleaner and younger look and feel. And after introducing a new typeface it was in complete harmony with the new tagline we created for them: Play. Move. Explore. Become. Codarts.
The website for Codarts is currently being developed in alignment with the new identity. Besides providing a visually compelling and structural sound platform, we focused on and reconsidered all informative content to achieve a more effective communication.The huge Codarts database – consisting of a large amount of photos, videos, interviews and stories from teachers, students and alumni – has been given a new more prominent place on the website bringing the Codarts community to life online.
Art Fix was created with the intention of helping friends – and friends of those friends – understand contemporary art and form their own opinions about the art world. Art Fix is an episode-based online learning platform set up to demystify the world of contemporary art and make it more accessible through better storytelling.
We were asked to design and develop the website which was to be the prime platform for spreading Art Fix’s philosophy internationally. Our primary focus was to design a user-friendly platform that would be functional and complement in a modest way the rich imagery of the art world. The overall look and feel is a very visual experience sporting a lot of videos and images.
The design was set up to – like the library of episodes – stimulate visitors to dive further into the website on every page. This makes the website interesting for casual browsing as well as a more lengthy research into the world of art.
With Botanical Warehouse ’s Zomers set out to create a unique and wonderful space where design objects – together with the gorgeous variety of flora – form a true source of inspiration for those wanting something a little different than just a bunch of flowers.
For their new identity we chose a colourful palette which we based on flowers in general as well as their new flagship store. Next we created a friendly and generous logo to underline what is truly at the heart of their business: people.
In addition to this we added a symbol based on the outline of the new store’s entrance. The new identity clearly expresses ’s Zomers purpose and values: making the world a happier place by way of flowers.
TENT is a platform for contemporary art in Rotterdam. The scope of their programming is very broad and internationally inspired, yet with a strong focus on local artists and developments. TENT initiates and produces exhibitions, performances, educational programs and also hosts events produced by several partners.
As of the beginning of 2019 Studio Beige is TENT’s professional partner in all things visual and strategic. We immediately went about the restyle of their identity, exhibition campaigns and social media graphics. Our objective was to boost their existing logo and have it play a leading roll throughout the new identity.
In addition we have restyled and redeveloped the website with a strong focus on a better user experience and a digital visual style that fits seamlessly with the new corporate identity.
BANK is a sizeable publication showing how the building of a new accomodation for a major bank came about. The lay-out of the book was determined by the extensive body of photographic material shot by Hans Wilschut which covers the entire construction process.
On a conceptual level we decided we wanted this book to inspire, inform and also offer its reader an experience. The book takes its reader on a chronological trip through the building process by showing photographs of an ever evolving structure.
In 2020 the Historical Museum of The Hague celebrated the 75th anniversary of the liberation of the Netherlands by the Allied Forces in 1945. We were invited to develop the graphic and 3D design for the exhibition, which was to showcase a large number of objects, videos and audio fragments related to the Second World War and the liberation.
We created a variety of wooden modules, which gave us the flexibility to display all the different elements. As it meanders through the exhibition spaces, its voluminous appearance resonates with the defensive Atlantic Wall. Adding to the drama are the large paper banners and the window screens we designed that refer to the visual language of Nazi Germany
Furthermore, a recurring system of color coding was used throughout the exhibition to create a much-needed hierarchy when navigating the different spaces.
The Modernist is an iconic new building in the Rotterdam Central District combining offices, apartments and retail spaces. The Modernist is the 21st-century interpretation by architectural office MVRDV of the modernist architecture that started adorning the city of Rotterdam right after WW2.
More than anything modernist architecture values functionality. It is in fact its starting point and what ultimately defines it – form follows function. The visual identity for The Modernist is based on the same principle. Strong and sleek and at the same time elegant and timeless.
Garage Rotterdam opened its doors in March 2012 and has since been an invaluable asset to the Rotterdam’s contemporary art scene. Their aim is to make contemporary visual art accessible for everyone. This is based on the firm belief that art plays an important role in all of our lives and a key role in our development and education.
Garage Rotterdam wanted to be more visible to the general public. In order to achieve this they approached Studio Beige to restyle their visual identity and website. Strong typography and an ever-changing color palette based on the works featured in each exhibition give the identity a dynamic look. We also created a second logo based on the original in order to create more space for essential information on various media.
In all means of communication multiple layers are used to create playfulness as well as structure, and photographs of the artworks are always left unaffected.
Nederlands Dans Theater (NDT) holds a firm position in the international field of cutting edge contemporary dance. The company is all about roots and tradition while at the same time being in the vanguard of developments and focusing on experiment. These elements are conveyed by the NDT logo.
Clarity, asymmetry and white space play a key role in this visual identity. It implies motion and is designed to radiate power and simultaneously reflect elegant simplicity thus mirroring NDT’s approach to their craft. Alongside the well balanced use of typography the outspoken framing of the photography highlights the importance of the NDT dancers.
The overall picture suggests a certain theatrical consonance, of different elements coming together in harmony, resulting in a dynamic beauty that attracts and engages. In 2016 the NDT visual identity was granted a European Design Award.
KINO is a new art house cinema located at a well known historical site in the city centre of Rotterdam. We fully embraced the opportunity to design its identity and produced a sturdy vertical logo for this maverick enterprise which echoes vintage neon signage on movie theatres. Italian movie posters from the 1920’s and 30’s were an important source of inspiration here.
Also the design reminisces 1950’s Rotterdam, a time when the building now accomodating KINO was a hotspot for partygoers. Although this identity flirts with history it never becomes nostalgic. The overall feel is one of a powerful combination of old and new which seamlessly connects with KINO’s programming which includes cult classics as well as contemporary cinema.
The Rotterdam Academy of Architecture offers a 4-year master’s degree course in architecture as well as urbanism and was founded 1965 by acclaimed architect Huig Maaskant.
Too much freedom in the use of their corporate identity was causing poor recognisability which was having a negative effect on attracting new students.
In order to solve this we decided to develop a flexible grid and offer more variety in colour. Additionally we used crystal clear typography and determined several alternatives for the use of imagery departing from some pre-existing basic design elements. The outcome is a clear-cut and distinguishable identity which we implemented in both their websites, annual printed curriculum brochure, exhibition posters, invitations and online campaigns.
The Museum for Automated Musical Instruments near Osaka in Japan is a small and intimate family-run museum renowned for its extensive collection of musical instruments such as pianolas, music boxes and automatons. The museum was in search of a new identity so we came up with a new name, brand story, visual identity as well as an expansive website intended to showcase the collection.
For the website we arranged for the production of evocative photography by Pim Top that submerges the visitor deep into the museum’s virtual peer. All of this combined in an appealing mix of Japanese and European aesthetics.
We were asked to come up with an entirely new visual and brand identity for Gimsel supermarket – which specialises in organic food and non-food products – to appeal to a wider scope of consumers without alienating the existing customer base. Another goal was to give Gimsel a more distinct profile as a response to the growing competition.
Together with our client we determined a communication strategy and wrote a manifest which clearly states where Gimsel stands. The logo we designed radiates timelessness and balance. Underscoring the M in the logo stresses the fact that Gimsel has been a front runner in raising public awareness in favour of natural fare.
Furthermore we came up with a slogan, designed packaging and signage as well as both the Gimsel website as the website of their subsidiary Gimsel Academy.
The philosophy behind Rudolf Steiner’s educational method can be summed up by one phrase: ‘becoming who you are’. Which also was a great starting point for developing a new visual identity. Asking us to think about a new identity meant a giant leap for the school, as it had always been deeply rooted in Jugendstil design.
In order to break with tradition but still do justice to the ideas of its founder, we proposed a clear-cut typographical logo which is to be complemented by a range of quirky, more playful characters based on the initial letters of the school’s name. The freedom the client therefore has in assembling the logo conveys Steiner’s philosophy of personal unicity perfectly.
We asked Annet Delfgaauw to make a series of portraits of a limited number of the students which all ooze power and confidence – proud to become who they are.
Club Haug is the only comedy club in Rotterdam which has just recently opened its doors to the public. Their aim is to bring a constant flow of top-notch comedians to the club. So far they are succeeding and all eyes are on these newcomers as they are attracting both nationally as well as internationally acclaimed talent. Looks like Club Haug is here to stay!
We wanted the Club Haug identity to reach as many people as possible. In our view this asked for a logo that would be perceived as sympathetic rather than comical. The logo, with its consonants shooting up and complemented by a tilted ‘club’ sign, mimics a physical venue. It almost literally invites you in while the use of color and imagery are of a more contrastive nature.
Berlin-based fashion brand Von Hund – recently renamed Hund Hund – focuses on the use of high-grade materials in minimalistic clothing designs. What sets them apart from other garment stores is a business model known as radical transparency which aims to profusely inform clients about what it is exactly they are paying for.
Our design of the logo and webshop were also inspired by a high degree of transparency. This resulted in a logo combining regular and slanted italic type which was generously kerned thus generating abundant amounts of whitespace which render the logo airy and make it almost float.
Deep in the Biesbosch lies the Biesbosch Museum Island, which underwent a radical transformation in 2015. The museum, which showcases the remarkable and rich history of the Biesbosch estuary, was rebuilt from scratch based on an award-winning architectural design by Studio Marco Vermeulen.
We were asked to design all graphics – texts, infographics and illustrations – of the newly conceptualised permanent exhibition. The very nature of our designs here was to be timeless as the exhibition is intended to last at least 15 years in its current form. Due to our focus on a clear-cut and restraint design visitors throughout the years will be able to enjoy a contemporary experience.
Spirit, our favourite vegetarian restaurant in Rotterdam and Amsterdam, was looking to upgrade its visual identity. We decided to bring a clean and balanced look to the design which is in harmony with the restaurant’s approach to sustainability of all ingredients used as well as a general respect for nature.
By using clear lines and typography – which still communicate in a very warm and tactile way – we managed to convey to the public the family business’ philosophy on preparing and serving the best possible 100% organic food. Implementing this new and fresh visual identity brought a more international allure to both restaurants, which have since seen a steady growth in returning and new – mostly young -customers.