Today, Cullberg launches a new visual identity. The new design has been created to capture Cullberg’s personality: a dance company where art and dance are at the center, that follows its own path, experiments boldly, has a rich history, and never shies away from playfulness.
“We can finally share our new visual identity,” says Kristine Slettevold, Artistic Director of Cullberg. “A visual identity that reflects Cullberg’s grounding in something timeless and steady, while also expressing our ever-changing artistic direction. A form that mirrors where Cullberg is today, dance that reflects the times we live in, that dares to take up space and is rooted in solid craftsmanship.”
The logo’s variability and movement is generated by dancers and choreography and can shift depending on the context. In creating the new identity, Cullberg has collaborated with Riitta and designer Cecilia Lindgren.
“We set out to find an expression that moves between the established and the experimental, to reflect an institution with both gravitas and artistic courage,” says Cecilia Lindgren. “The changing logo mirrors the idea of a company in constant motion. This approach, together with two clean typefaces and a simple graphic line that can be combined and varied in different ways, allowed us to create a system with both rigidity and adaptability built into it, something non-static, able to develop and be explored over time, in step with Cullberg itself.”
The new design opens up for a wide range of communication, capable of embracing the diverse productions that Cullberg creates. The color palette is an earthy yet vibrant spectrum that can shift from strict and understated to wild and lively. In addition, a creative interplay of typefaces: switching between serif and sans-serif, creates unexpected and experimental expressions.
The new identity launches today and will be implemented gradually throughout the spring.
Cullberg is committed to radical and engaging contemporary dance, bringing choreographers from small ensembles and contexts to large stages and wider audiences.