Identity for
Drag Show Bar Lellebel
For over 2 decades, the Drag Show Bar Lellebel has been a staple of the drag scene in Amsterdam. When the bar underwent an ownership change, an update to the identity was needed to reflect a new life and new bar.
The previous logo included “Lellebel” in a script typeface, accompanied by a pin-up girl. The new owners wished to keep a sensual looking type treatment, and for the girl they wanted more of a showgirl rather than a pinup, with Jessica Rabbit as the reference. The new bar had plans to use purple as one of its primary colours, and loved the red hair of Jessica Rabbit as well. From this brief, the new Drag Show Bar identity was born.
Role: Designer
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As we know from times of Shakespeare, dressing in drag has a long history. But when did the term “Drag” become a recognisable expression? And when did drag shows blossom into a vibrant piece of the nightlife?
Some of the earliest recordings of the term “drag” in the mainstream began to appear in the 1920s, and at this stage it was a known term within the gay community.
The 1920s was a period the gay nightlife flourished and drag became a celebrated aspect of the community dawned by both men and women. From the jazz-fueled Harlem Renaissance, to Claire de Lune in Paris, drag was on the scene across Europe and North America.
This was a period of glamour, exuberance, and progress (both socially and technologically).
Drag Show Bar Lellebel is not a 1920’s speakeasy theme bar, but the identity does make reference to this time period through the style of the typography, giving a nod to an early golden age of drag.
Welcome to the show!
The logotype was developed based on characteristics of 1920’s typography — geometric, with strong thick and thin characters. The popular all-caps of the era was replaced by a lowercase variation to maintain a sensual feel to the type.
Drag queens are infinitely evolving and experimenting with their look, so it only seemed appropriate to break our girl out of the logo and give her some space to evolve.
The identity system has started out with set of poses that allow for variety and colour mixing. And as she becomes established as the bar’s mascot, she can evolve her costumes and look overtime.
The identity asset toolkit was delivered alongside extensive 50 page guideline document.
To help get the show on the road, some preliminary items were designed and produced including the social profile, opening invitations, business cards, postcards utilising all the illustrations and their colour variants, bar signage design, miscellaneous merchandise, and launch poster ideas as seen above.
