Official Start of Dutch National Opera & Ballet

24 FEBRUARY 2014, AMSTERDAM, FEBRUARY 24TH 2014
Summary
Since the 17th of February 2014, the name Dutch National Opera & Ballet will officially has come into use. Dutch National Opera & Ballet has been created through the merger of De Nederlandse Opera, Dutch National Ballet and The Amsterdam Music Theatre. The Amsterdam Music Theatre will no longer be used as a brand name.

Els van der Plas, general director of the Dutch National Opera & Ballet, says, “By combining forces, we can work more efficiently and effectively. For instance, we can affirm our leading position and develop it further, and allow more people to enjoy opera and ballet. We want everyone to know about the international achievements we deliver every day in the field of opera and ballet, which is something that the whole of the Netherlands can be proud of”.

CORPORATE IDENTITY AND DESIGNS FOR DUTCH NATIONAL OPERA & BALLET BY LESLEY MOORE
The Amsterdam design studio Lesley Moore has developed the new corporate identity and designs for Dutch National Opera & Ballet. Lesley Moore’s previous projects include the new identity of the Centraal Museum in Utrecht, for which she won the Dutch Design Award – Graphic design 2012.

The element that links the art forms of opera and ballet is storytelling, which also forms the principle behind the logo. The different layers of the many stories of Dutch National Opera & Ballet are displayed on stage and behind the scenes. These layers are visualised in the logo, whereby the art forms appear in the foreground.

Lesley Moore:“The new corporate identity reflects the progressive character of the two art forms opera and ballet. It is designed with an eye for movement. Both art forms only really come to life through movement, with sound and images. And symbolically, it refers to the house, which is undergoing change. By using moving images instead of stills, we can utilise the possibilities of new media. On this basis, Lesley Moore proposed a collaboration with Petrovsky & Ramone for the visuals. The responsive website has been designed to do the best possible justice to the visual strength of the expressions”.

PETROVSKY & RAMONE CREATE CAMPAIGN IMAGES FOR DUTCH NATIONAL OPERA & BALLET
The renowned photographers’ duo Petrovsky & Ramone are creating the campaign images for the Dutch National Opera & Ballet. Petrovsky & Ramone will be creating the campaign images for the remaining productions of the current season, as well as for the 2014-2015 season. The first campaign images can be seen from Monday 17 February – the date on which the new name Dutch National Opera & Ballet officially comes into use. Besides photographs, Petrovsky & Ramone will also be making the video trailers for the productions. This combination matches the Dutch National Opera & Ballet’s decision to communicate about the performances with moving images to an increasing extent.

Ted Brandsen, director of the Dutch National Ballet, says, “Petrovsky & Ramone are exceptionally talented. Their work is young and fresh. By choosing this duo, Dutch National Opera & Ballet is continuing the tradition of working with leading visual artists”.

Petrovsky & Ramone: “Collaborating with Dutch National Opera & Ballet is the ‘ultimate’ experience for us. We think it is wonderful that we can act as the filter for these impressive classical artists. It is an honour”.

ROBIN DE PUY MAKES PORTRAIT PHOTOS FOR DUTCH NATIONAL OPERA & BALLET
Photographer Robin de Puy is making all the portrait photos for Dutch National Opera, the new collective name of De Nederlandse Opera, the Dutch National Ballet and The Amsterdam Music Theatre. De Puy, the recent winner of the National Portrait Prize 2013, is the first photographer to make all the portraits for Dutch National Opera & Ballet.

The first portraits can be seen on the new website of the international top institute.

Robin de Puy:
“It was an enormous job to shoot the 130 portraits within a short space of time, but I had a great team that was supplemented by all the help of the Dutch National Opera & Ballet. And all the subjects were interesting people, which made it a wonderful job for me, as a photographer!”

A SINGLE WEBSITE FOR DUTCH NATIONAL OPERA & BALLET
A single new website has been created for the merger of The Amsterdam Music Theatre, De Nederlandse Opera and the Dutch National Ballet. The address is www.operaballet.nl. The website has been realised by Tam Tam in collaboration with the design studio Lesley Moore.

The site has three underlying principles: Dutch National Opera & Ballet is open and welcoming, and always offers a relevant performance. By placing the emphasis on creation, production and presentation, a visit to the website becomes an experience, rather than purely a way of gathering information. The new website is also conversion-oriented, so that people can find what they are looking for quickly and buy what they want directly.

Credits

Dutch National Opera & Ballet
Sandra Eikelenboom
Monique de Zeeuw

Design
Lesley Moore

Campaign images and videotrailers
Photography & directors: Petrovsky&Ramone
Production: Revolver

Portret photography
Robin de Puy

Website development
Tam tam

Corporate campaign
Being There

Illustrator
Tim Enthoven

PR campaign
Hagens PR & Strategie 

Quotes
"By combining forces, we can work more efficiently and effectively. For instance, we can affirm our leading position and develop it further, and allow more people to enjoy opera and ballet. We want everyone to know about the international achievements we deliver every day in the field of opera and ballet, which is something that the whole of the Netherlands can be proud of" Els van der Plas, general director of the National Opera & Ballet:
"The new corporate identity reflects the progressive character of the two art forms opera and ballet. It is designed with an eye for movement. Both art forms only really come to life through movement, with sound and images. And symbolically, it refers to the house, which is undergoing change. By using moving images instead of stills, we can utilise the possibilities of new media. On this basis, Lesley Moore proposed a collaboration with Petrovsky & Ramone for the visuals. The responsive website has been designed to do the best possible justice to the visual strength of the expressions" Lesley Moore
"Petrovsky & Ramone are exceptionally talented. Their work is young and fresh. By choosing this duo, Dutch National Opera & Ballet is continuing the tradition of working with leading visual artists" Ted Brandsen, director of the Dutch National Ballet
"It was an enormous job to shoot the 130 portraits within a short space of time, but I had a great team that was supplemented by all the help of the Dutch National Opera & Ballet. And all the subjects were interesting people, which made it a wonderful job for me, as a photographer!" Robin de Puy
Videos
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About Nationale Opera & Ballet

Nationale Opera & Ballet is het topinstituut in Nederland op gebied van opera en ballet. Een instituut waar wordt  gecreërd, geproduceerd en gepresenteerd. Het publiek en de nationale en internationale pers rekenen Nationale Opera & Ballet tot de wereldtop.