Reklamekollektivet create a cool, calm and collected identity for Norway’s oldest national theatre
Den Nationale Scene (DNS) is a long-established Norweigan institution; being one of only three national theatres across the country, and the oldest of the bunch. In need of a new story of its own, DNS turned to Bergen and Oslo-based creative agency Reklamekollektivet for an exciting identity that connects the world of theatre with phenomenal analogue portraiture and peerless swiss typography – resulting in a reserved look that is as poignant as it is slick.
“When creating a new direction for DNS’ visual expression, it was essential to keep its cultural heritage alive,” Designer at Reklamekollektivet Vilde Moen Hudson recalls, “whilst giving it a more modern tone, fitted for the 21st century.” This manifested in the sleek combination of Suisse Int’l and Suisse Works from Swiss Typefaces – a construction and combination that matches the sophistication, personality and dynamism behind DNS and the work they produce.
With Suisse Works taking the lead, Moen Hudson explains “it’s a perfect blend of classic style and balanced proportions, giving it a smoother, more refined look,” noting that whilst the typeface is inherently beautiful, “we wanted a bold and expressive look for the information taking centre stage.” This led to Suisse Works being presented in uppercase italics as the headlines in printed and digital spaces; a graphic device that helped convey the perfect amount of individual identity and information, as well as a system that pairs intelligently with the existing DNS logo that the team decided to leave unaltered.
“In the end, it’s the actors, their faces, voices and expressions on stage that make the stories come alive within our minds,” Moen Hudson explains, wanting to maintain the focus on the plays and their performers whilst determining the colour palette for the identity. “By keeping the colour palette simple we were able to give free reign to the colours within each image,” Moen Hudson remarks, opting for a cool, calm and collected monochrome aesthetic. “It also served to retain the more serious and proud part of DNS’ personality,” Moen Hudson concludes, “strengthening the diversity between the plays and themes within the theatre.”