Brand Book
Cover Photo: De Schaapjesfabriek/Tessa Veldhorst
6 Mission and Vision 10 Brand Essence 12 What We Believe In 16 Our Brand Promise 18 Our Brand Values 24 Logo 30 Colours 31 Typeface
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Amare Brandbook
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Photo: Nederlands Dans Theater Š Rahi Rezvani
Stage
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For Excellence 5
Vision
Art and culture are not only meaningful in their own right, but also fulfil an important societal role. In this increasingly diversified city and society, we are dedicated to offering a varied programme with inclusivity and personal interaction at its core. Amare will be a home for the entire city of The Hague, representing the Netherlands and the world of today.
Amare a home for the whole of The Hague 6
Amare Brand Book
Amare unites and inspires
Mission Amare unites and inspires people through performing arts from all cultures. In the coming years, our programme policy will centre on three key principles to shape our mission and guide all our activities: internationality and inclusivity, the city as a curator, and lifelong learning. 7
Photo: De Schaapjesfabriek/Tessa Veldhorst
Place
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Amare Brandbook
To
Wonder
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Brand Essence Amare is a place where you always feel welcome. Welcome to wonder, welcome to take a moment and reflect on your day – or to forget about it for a little while. We want to challenge and surprise you at every visit. We are curious. We are not just open to new developments and new sounds, but we actively seek them out. And in doing so, we and our residents bring together the worlds of international excellence and of wide-ranging talent. I am, we are, Amare.
You always feel welcome in Amare. 10
Amare Brand Book
I am we are
Amare
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What we believe in Everyone needs beauty, warmth and imagination. Art gives meaning to life. It inspires and gives energy and understanding The performing arts help us to feel and grasp the changes taking place in the world.
Art gives meaning to life. 12
Amare Brand Book
It inspires, gives energy and understanding. By immersing you in narrative emotions, evoking new ideas and feelings – giving you room to reflect on how you relate to that changing world. Or an opportunity to drift away for just a little while. That is how performing arts contribute to the strength of society.
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Photo: Rob Hogeslag
House
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Amare Brandbook
For
Everyone
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Our Brand Promise
Encounter, reflect, discover. At Amare we seek to slow you down for just a moment. To stop and wonder, and to feel inspired. To feel connected with the world around. Everyone feels welcome at Amare – and free. Here you can let go and immerse yourself. Share in our love for new and different sounds.
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Amare Brand Book
Share in our love for new and different sounds. 17
Our Brand Values
Inviting
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Vibrant
Stimulating
Quality
Internationally connected
We are curious. We really want to get to know you: what interests you, what are you looking for? We are open and welcoming: you feel welcome to join us, to show us who you are. Amare is intended and designed to serve as a “third place”, besides the place of work and home. A place where people go to relax and to participate in social and cultural life. An entertainment venue, and a place to simply unwind and enjoy hanging out.
Vibrant We are always open, and always active. Whether planned or spontaneous, there is always something to see or do at Amare. We are like a diamond with many facets, for all communities, with a low threshold and high appeal.
Amare Brand Book
Inviting We want everyone to feel welcome at Amare. By being sincerely sensitive to what people need, and by surprising people in stimulating ways.
Our dynamic and inspiring “square” in the city is a vibrant hub of cultural life. We are eager and outgoing, always seeking collaboration, vitality, life.
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Stimulating Visitors are exposed to more than just the performance or event they come to visit – there’s always something unexpected too. Unconventional combinations stimulate the imagination. Visitors are inspired and encouraged to broaden their mind.
Quality We are a best-in-class home for the arts, and the composition of our residents is unique in the world. Nowhere else will you find this combination of residents, facilities and qualities combined in a single location – and located in the heart of a city, too.
We like to be challenged, too. And we push ourselves to find new approaches, in everything from presentation to expression, and from products to management.
We offer top-level quality in everything we do. At the artistic level, in our organisation, in our interior furnishing, our food and drink, and our communication.
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Internationally, we present ourselves as a high-quality, vibrant venue. A wide variety of international students, artists and ensembles are at home with us, and can work on their development and present themselves. We attract visitors from all over the world
We bring The Hague to the world We offer a stage for artists and ensembles that are ready to move on to larger, more diverse audiences.
Amare Brandbook
Internationally connected We bring the world to The Hague
We discover the world in The Hague We are aware of the powerful cultural flows in the city, often originating from international sources. We venture into the city to find them, listen to them and participate in them.
Inviting Vibrant Stimulating Quality Internationally connected 21
Photo: Alex Schrรถder
Space
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Amare Brandbook
For
Creation
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Logo Our logo is a bold and distinctive, friendly word brand. It embodies the idea that Amare is a place where everyone is welcome and everyone can feel at home. This idea is summarised in the phrase I am, we are, Amare. The meaning can be derived from the logo due to the distinctive shape of the logotype. At the same time, this shape visually creates a marker, room or platform for different topics.
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photo: Maarten Fleskens
Platform
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To
Connect
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Colours We use a rich and diverse palette inspired by the diverse colours and cultures of the city of The Hague.
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Amare Brand Book
Typeface Visuelt pro
Pianissimo Piano Mezzo piano Forte Fortissimo 31
Amare c/o Zuiderstrandtheater Kranenburgweg 203 2583 ER The Hague marketing@zuiderstrandtheater.nl telephone: +31 (0)70-8800333
