GöteborgsOperan's mission is to make the viewer laugh, inspire and reflect. Unfortunately, some still consider opera to be an exclusive form of entertainment, and we too often see contemporary dance as rare and inaccessible. The goal of changing the image was to appeal to a wider audience, without trivializing the art form. It so happened that GöteborgsOperan has not changed its visual identity since opening its doors in 1994. Despite so many years, it has not made a lasting impression on the audience. So a new unifying symbol was needed, appropriate to the local environment and bolder in the digital landscape.
Opened in 1994, the Gothenburg Opera House, housed in an impressive building, attracts 250,000 spectators and hosts more than 270 performances a year. It is home to the Opera, GöteborgsOperans and Danskompani (one of the leading contemporary dance formations in Europe). In 2017 Opera introduced a new visual identification system, behind its implementation is a studio Happy F&B from Stockholm — link.
The combination of water and sound
I'm a big fan of the metaphor that designers have coined. The new symbol shimmers like a silver coin visible under the surface of the water. It is variable and in constant motion. The Opera House, designed by Jan Izikowitz, is located on the seashore, in part of the port of Lilla Bommen. Its silhouette resembles the beak of a giant ship - it perfectly harmonizes with the surroundings.
The original “O”
There are plenty of operas that use the “O” in their logo, the creators of the image decided to go one step further and combine the sign with the presence of water, its naturalness and its characteristic movement. Studio Happy F&B invited artists to participate in an audiovisual experiment. With the help of a microphone, an amplifier and sound waves generated by vocal chords, membrane movement and instruments - a dynamic identity has been developed.
I am impressed with the effort the designers have put into this image to bring identity to life, and the subtly animated logo on the homepage is proof that “you can”. The new logo provides an original brand experience in the digital space, enriches the message of virtually any medium.
In general, a great example of cultural space and proof that going beyond the limits of graphics can bring spectacular effects, something that is not to be expected from classic institutions and organizations. Bravo!
