A logo fit for the queen

Written by

Bo Linnemann

A celebratory logo by Kontrapunkt The official logo for the 50th anniversary of the accession of Queen Margrethe II

2022 marks the extraordinary 50th anniversary of the accession of Queen Margrethe II to the throne of Denmark. The anniversary is also known as a Golden Jubilee. In connection with the forthcoming nationwide celebration, a logo to communicate and mark the celebration was assigned Kontrapunkt by The Royal House and Wonderful Copenhagen. The result is a redesigned crown in a colourful, celebratory logo.

Redesigning a famous crown

Christian V’s crown, from 1671, is found at the top of the logo for the Queen's Golden Jubilee. Kontrapunkt has redesigned the visual form of Christian V's crown, making it more transparent and legible. The updated crown is flexible in sizing and usage in everything from small stationery to large-scale banners and flags. It is also applicable across all digital touchpoints. In other words, it is a crown fit for the 20th century.

A royal typeface

The typeface accompanying the crown is vibrant, drawing from details of the acanthus leaf and elegance from the rococo style found in the architecture at both Amalienborg and Fredensborg Palace. It is almost a painted typeface with disciplined strokes, similar to lines created by a paintbrush – a respectful nod to the Queen's art. You sense the craftmanship behind each form when diving into the details of the typeface. ‘M50’ is written in the logo’s middle, referring to the Queen and the 50 years since her accession. It connects the additional information underneath and the crown gently placed above.

The artist, the Queen

The logo needed to speak the design language of the Queen – a versatile artist in costume designs, scenography, illustrations and paintings. Her artwork and watercolours speak a colourful and organic language. Consequently, the logo embraces colours often seen in the Queen’s art and personal style. The vibrant colours also emphasize the logo as one marking a national celebration.

2022 celebrations

Queen Margrethe II came to the throne in January 1972. Since her parents, Frederick IX and Queen Ingrid, only had daughters, the constitution was amended in 1953 to allow female succession – barring the absence of a male heir. Today Queen Margrethe II is the 2nd longest reigning monarch in Denmark.

The 50 years anniversary of The Queen’s accession to the throne will be marked and celebrated with a number of events in the middle of January in which the royal family, representatives of official Denmark and a number of foreign guests will participate. During 2022, the jubilee will also be marked with events in several places around the country. In addition to this, The Queen in connection with the reign anniversary will tell about her life and work in a number of interviews, TV documentaries and book releases. The full program for the jubilee year will be published at a later date on the Royal House's website. The logo will be rolled out from today.

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Bo Linnemann

Founding Partner & Chairman Kontrapunkt Japan

Bo Linnemann