With a dual brand identity, the Royal Danish Theatre attracts new theatregoers without alienating its core audience.
The jury says
Achieving renewal without alienating one’s core audience is a challenge that, sooner or later, becomes relevant to any cultural institution with a rich historical heritage. With this new, open brand identity, the Royal Danish Theatre reaches out to new target groups with a light and positive visual expression that communicates in an engaging and accessible form to everyone who has forgotten how much the theatre has to offer.
