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.