Dramaten
Royal Friction

Project Information

For more than a century Dramaten, The Swedish Royal Dramatic Theatre, has been Sweden’s foremost stage for spoken drama and a cultural cornerstone and a symbol of artistic excellence. Our task was to create a new visual identity that could express Dramaten’s dual nature: grounded in tradition, yet unafraid of change.

The new concept is built on friction – the creative tension that defines the theatre itself. The institution is at once classical and contemporary, intellectual and emotional, refined and raw. Rather than smoothing out those contrasts, the identity amplifies them. Because it’s in the friction between opposites that Dramaten truly comes alive.

Through deliberate imbalance, typographic tension and visual rhythm, the new system captures the drama, energy and humanity at the heart of the theatre. The design language shifts between control and chaos, mirroring the emotional range of the stage.

A central feature is the introduction of Dramaten’s glyphs – a set of abstract symbols that form a unique visual language. These glyphs are integrated into the logotype, headlines and signage, disrupting words and creating intrigue. They can be used subtly or expressively depending on context, bringing a distinctive, living pulse to every application.

The identity was launched alongside artistic director Mattias Andersson’s first season, marking a new era for Sweden’s national stage. One that reflects both its legacy and its renewed sense of urgency in the present.

Impact

+74% Consideration +33% Relevance +33% Liking +30% Provocative +18% Average monthly audience

Services

Brand Strategy Concept Development Brand Asset Development Design System Motion Identity Art Direction Print Design Digital Design Brand Guidelines

Project summary

A highly impactful brand identity for Dramaten, The Swedish Royal Dramatic Theatre. Rooted in the concept of friction, the identity is designed to challenge norms, renew the institution’s voice and attract a younger, more diverse audience.

Impact

+74%

Consideration

+33%

Relevance

+33%

Liking

+30%

Provocative

+18%

Average monthly audience

“We wanted to signal a new beginning – something that sparks curiosity and makes more people feel welcome at the national stage. The new visual identity looks forward, challenges conventions, and supports our ambition to stay at the forefront of performing arts”

Malin Forkman
Head of Marketing and Communications