Jeugdtheater Hofplein

Jeugdtheater Hofplein has been a cornerstone of Rotterdam’s cultural scene for nearly 40 years, providing a stage for over 100,000 young theatre-makers. With 11,500 children participating annually, Hofplein is a bold and ever-evolving institution. To match its dynamic spirit, we rebranded Hofplein with an identity that is as playful, expressive, and adaptable as the community itself.

At the heart of the new identity is a flexible, ever-changing ‘H’. Like the players on stage, the ‘H’ transforms with every story, adapting to its context while staying unmistakably Hofplein. It is not a static logo but a living, breathing visual element that embodies movement and creativity.

The colour palette, a bold mix of primary colours and deep black, mirrors the theatre’s vibrancy. The bright hues add energy and playfulness, while black brings contrast and depth. This balance ensures the identity remains striking and recognisable across all touchpoints—on stage, in print, and online.

The visual system extends beyond a logo—it is a fluid, theatrical language. Inspired by classic French typefaces and vintage American theatre signage, the typography adds a timeless yet expressive character. The identity comes to life across posters, digital campaigns, merchandise, and signage, reinforcing Hofplein’s creative DNA. The annual Hofplein magazine integrates the branding seamlessly, making it a tangible expression of the theatre’s world.

Hofplein is a theatre that doesn’t just tell stories—it creates a space for stories to be discovered. The previous identity no longer reflected its contemporary, inclusive, and youthful nature. The new branding is designed for the next generation of theatre-makers and audiences, ensuring Hofplein remains a relevant cultural force.

The impact was immediate. Hofplein has seen a rise in ticket sales and fuller performances, crucial since 60% of its revenue comes from its own earnings. Furthermore, the surge in new student registrations has been so significant that the theatre is exploring ways to expand capacity to welcome even more young talents. Internally, the Hofplein team embraced the new look as a true reflection of their mission. This rebrand is more than an aesthetic shift—it is a strategic repositioning, aligning Hofplein’s visual language with its fearless, forward-thinking spirit.