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studio marcus kraft





burgtheater wien




concept, art direction and design of the visual identity of the renowned ‹burgtheater wien› in vienna. the institution is considered to be the most important german language theatre in the world. it was built in 1741 and has become known as ‹burg› by the viennese population.

its new identity is based on a flexible logo system that reflects the play with language in theater. each version of the logo tells a story. theoretically, there are infinite variations of the logo.

to introduce the new logo system to the residents of vienna, an extensive poster campaign was mounted throughout the city.

partner: nenad kovacic, beni bischof (drawings)
client: burgtheater wien
made at raffinerie


season preview 09/10

the season preview is probably the most important publication
of a theater every year (and also the most anticipated by the public).
the whole publication has got an open binding, super-lightweight
paper, and was strictly designed in black and white – only the gilt
edge refers to the old and pompous building of the theater in vienna.

monthly leporello

due to the complexity of the burgtheater (four stages in two
different buildings), a simple and clear hierarchy was developed.
the big black words correspond to the content of the plays
and give every month a unique structure.

program booklets

every play is accompied by a program. the cover of each
booklet shows an excerpt of the particular text.
inside, a special picture language is developed in cooperation
with the artistic direction, which gives every booklet
its own ambience.


season preview 10/11

the actors’ portraits have been compiled randomly to create
‹new characters› on loose sheets of paper.
they are held together by only a rubber band and can be freely
rearranged (photography by peter rigaud).

the accompanying booklet is a comprehensive
lexicon including images and important information:
plays, directors, prices, adresses, etc.


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