One of the most celebrated cultural events in Denmark, Roskilde Festival is the largest music and arts festival in Northern Europe.
With decades of head-turning lineups, awe-inspiring performances and iconic moments, Roskilde Festival marked 50 incredible years of bringing music and experiences into peoples lives. Such an ebullient moment calls for what Roskilde Festival does best, celebrating the now.
Rooted in the rich history of the Roskilde Festival identity, we crafted a new visual identity for the 50th edition of the festival that champions a moment of immediacy and creativity – now is the time. We celebrate their history, through paying tribute by being together in the present and jointly setting the direction for the future.
Our approach was to highlight a simple and human communication style, driving an emotional response to engage and inspire festival goers. Utilising the festival armband as a brand mnemonic, the armband became a key element of the visual identity. Transforming the iconic orange colour to vivid gold for the 50th edition as a nod to the gravitas of the moment, the Roskilde Festival 50 Times concept utilised an assemblage of bold text and striking imagery that evoke a call to action.
As a part of the visual concept was to create the design elements in a way so that they can be easily implemented and put into use by the strong force of volunteers, making the festival come alive every year. This speaks to a solid design system and intuitive templates.
Due to COVID-19 the Festival took place in 2022 and not 2022 as first planned.
Brand Core Story