We are proud to reveal the new brand identity for Dramaten, The Swedish Royal Dramatic Theatre. We have created a new brand identity for Dramaten in line with their new artistic director Mattias Andersson’s vision, to create the national scene of the future – a meeting place for important contemporary issues that can attract a younger and wider audience.

The new brand identity is developed around the concept of friction. It’s a new cohesive approach to Dramatens identity, appearance and attitude that is not afraid to provoke or be perceived as controversial. It’s a classic institution with a long heritage, that stands in the middle of the present. It dares to stand for something new and unexpected.