Unga Klara – Ny visuell identitet
Unga Klara is a world leader in norm creative theatre serving children and youths. In our work with the visual identity, we created a manifesto that reflects the business and that can be added to as needed. With the manifesto as a starting point, we have used norm creative methods throughout. For example, we have explored a separatist approach in the choice of subcontractors.
The typeface is at the heart of the visual expression. To go with the basic typeface, we created 7×3 special characters that “clash” with the typeface. The characters were designed from scratch and show a perspective approach. One character for every letter in Unga Klara’s name – UNGAKLR. These special characters replace the letters in all headings in Unga Klara’s external communication, symbolising a changing reality and illustrating that the theatre’s business is anything but static. We created one symbol and several “logos”. The symbol is available in animated gif, as well as in physical form.