In Her Majesty’s service

At AM we are proud to work with history: A revitalised cultural institution is born – Kongernes Samling (The Royal Collection). Housing artefacts of the Royal Family on display in Rosenborg Castle and Amalienborg Palace, it’s all about showing Danish history from a royal perspective.
With constant attention focused on the balance between renewal and tradition, AM has developed branding and design for the organisation – bringing the tradition-bound institution into the 21st century.

A central part of AM’s solution was designing a new crown for Kongernes Samling. A respectful update of King Christian V’s crown from 1671, paying tribute to the decoration of the original crown rather than the shape, the final design also includes red and yellow inspired by the colours of the House of Oldenburg.