Enhancing HOOGTIJ‘s visibility as a notable art and cultural event for young audiences in The Hague

DISCIPLINES

Brand identity, Campaign, Digital

About the brand

HOOGTIJ, organized by the Haagse Rondgang Foundation, is a vibrant art tour held on Friday evenings four times a year in The Hague’s city center. This event features approximately 25 art locations, ranging from traditional galleries to underground spaces, showcasing both established and experimental art. The tour includes installations and performances from artist initiatives, encouraging new projects and recent graduates to participate, often with art activities planned specifically for the evening.

Since its inception in 1998 (initially as Haagse Rondgang), HOOGTIJ has become a cornerstone of The Hague’s art scene. Its accessible format, consistent presence, and openness invite everyone to explore and engage with the diverse art circuit in the city.

About the Design

The name HOOGTIJ, meaning the highest point at high tide, signifies the special moments these art tours represent throughout the year. Studio Renate Boere designed a new visual identity for HOOGTIJ based on this concept. Interestingly, the typeface chosen for this visual identity is also called ‘High Tide.’ This font displays a liberal and contemporary look, perfectly capturing the spirit of the art tour. The typographic logo is enhanced with a long horizontal line atop the final letter ‘J,’ subtly accentuating the high point and adding some momentum to the design.

Simplicity plays a crucial role in HOOGTIJ’s visual identity, serving as a complementary backdrop to the ever-changing representative artworks of each tour. While the artworks vary with each event, the consistent visual system ensures cohesion. Practical information is presented clearly on a white platform, positioned centrally at the top of the image. This white border not only emphasizes the image but also transforms it into a piece of art within a contemporary exhibition setting. This design system effectively showcases the diverse artworks selected by HOOGTIJ, maintaining both clarity and aesthetic appeal.