Orionteatern is a cultural institution with an impressive history of bold, unconventional performing arts experiences. However, it lacked a clear visual identity and turned to us for a solution that would reflect the strength of its own content.
The wordmark has historically appeared in various versions of Futura. Inspired by this visual heritage, the core of the new identity is a typographic system that is simple, yet striking and flexible. Using a Futura-inspired typeface and a strong, minimal design concept – where the word “Orion” extends leftward – we created a scalable identity that delivers instant recognition across signage, posters, and digital platforms.
Orionteatern, located in a former mechanical workshop, provides a distinctive setting that allows for stage designs and performances unlike any other in Sweden. As a small organization, they needed a visual identity that was functional, flexible, and easy to use – capable of representing a wide range of performances.
Since its founding in the 1970s, the word “Orionteatern” has appeared in various versions of Futura – starting with the first poster, featuring hand-cut letters, to the metal sign that still adorns the façade today. Allowing the theatre’s visual history to live on alongside new elements keeps the place authentic while adding more layers to the expereince.
When needed, Orionteatern is distilled into a geometric “O,” complemented by a dynamic dot formation inspired by the Orion constellation. Together, they add motion and character to the identity – serving as fifth elements to strengthen their presence.
