The making of the VPRO idents

Claudy Jongstra created two idents at the request of the VPRO. These short animations at the beginning and end of a TV program ensure recognizability of the sender and were made by Dutch artists from different disciplines. Studio Claudy Jongstra has made two beautiful autonomous works of art of three and five seconds in which she has depicted her vision of the VPRO in her own way. An ident is about, among other things, the preservation of cultural heritage, the careful handling of the richness of nature and the beauty and value of natural materials such as wool. Jongstra offers this raw material, which is seen as a waste product in many countries, a stage it deserves.The other ident puts the spotlight on woad, the pigment plant that Jongstra, together with biodynamic farmers, has started growing again after a hundred years of absence. It produces an intensely beautiful blue dye in a dye bath that flows and colors as freely as before.

The VPRO created the short movie: The making of…the idents by Claudy Jongstra, filmed in LOADS, the studio’s new extension in Friesland.