Interactive & Web
Dutch Chamber Choir — Striking a chord with audiences old and new
The Dutch Chamber Choir made its first public performance in Haarlem in 1939. Since then, its reputation has grown and the choir continues to attract Holland’s finest choral singers. Studio Dumbar was appointed to design a new identity to help broaden the choir’s appeal – attracting a younger audience without alienating the choir’s loyal fan-base or compromising its proud heritage.
We achieved this by exploring choral performances and in particular, the ‘elusive’ nature of music – the way sound emerges. Avoiding pretensions towards ‘high culture’, we expressed the ‘transient’ qualities of music by creating a sans serif typeface with open forms in collaboration with type designer Paul van der Laan. Combined with striking yet accessible imagery across a range of communication media and a website, the identity confirms the professional integrity of the choir in a lively, passionate manner.