We developed a brand strategy that positions De Nieuwe Kolk as a place not exclusively for culture lovers, but for the broad population of Assen, and beyond. A place that gives energy, sparks curiosity and inspires, 365 days a year.

The new pay-off 'Zin in!’, Dutch for Excited! or Looking forward to!, captures the feeling of anticipation and joy when you think about something you can’t wait to do. Whether it’s watching a movie at the cinema, meeting a friend or getting lost in a wild story at the library. Built around the idea of Zin in!, the identity was renewed step by step. From logo to brand voice, from typography to motion.

The new wordmark forms the foundation of the visual identity, with the ‘O’ symbolising openness, curiosity, and space. In motion, that idea literally comes to life: the ‘O’ opens up as a gateway to new stories, people, and experiences.

The design system takes this open ‘O’ as its starting point and offers the flexibility to apply this recognisable identifier in many ways, from large to small, offline and online, without losing its distinct character.

The visual style is defined by fresh colours, friendly and clear typography, and imagery that radiates energy: inclusive, positive, and inviting.

With its renewed identity, De Nieuwe Kolk is set and ready for the future. With an expression that fits a brand determined to become Drenthe’s most appreciated cultural destination in the years ahead.