De Vorstin - Rebranding a leading live music venue
De Vorstin is a venue with character. Located in Hilversum, the heart of the Dutch media industry, it provides a stage for live music, club nights, and events. Its distinctive architecture served as the foundation for a new visual identity—dynamic, recognizable, and seamlessly intertwined with both the building’s DNA and the music itself.
Challenge & Strategy
De Vorstin is a leading pop and media venue in Hilversum and one of the key music halls in the Netherlands. Dedicated to fostering a modern pop and media culture, it primarily showcases soul, funk, rock, pop, and hip-hop. To support this mission, a new brand identity was developed.
Concept
To give the venue’s repositioning a strong visual presence, we created a dynamic brand identity where motion plays a key role. The venue’s iconic architecture became the foundation of the new identity. For the rebrand, we translated this into the concept of ‘spot and stage’—a triangular form that serves as the core of the flexible and dynamic graphic system.
Result
The distinctive triangular forms, inspired by the architecture, create a visual language that continuously evolves while remaining unmistakably recognizable. From digital screens and posters to social media and motion graphics, the identity breathes music, movement, and energy. This not only gives De Vorstin a powerful presence but also establishes its own distinctive visual voice within the Dutch live music scene.
Honoured with a Red Dot Award
HollandCentraal has been honoured with a Red Dot Award 2025 in the Brands & Communication Design category for the brand design of Poppodium De Vorstin. The Red Dot Award Brands & Communication Design celebrates outstanding design on a global scale. In 2025, projects from 58 countries were reviewed and selected by a jury of 30 international design experts.
