The National Ballet of Canada has launched a new brand identity that aims to disrupt preconceptions and highlight narrative. This rebranding aims to ignite curiosity and encourage its audience to delve into a contemporary exploration of traditional ballet. The new look signals the ballet company’s evolution, role in the cultural landscape, and dedication to inclusive, innovative performances.
To attract a varied audience, ballet companies often grapple with an image of niche entertainment, requiring a blend of traditional charm and contemporary culture. Broadening their reach and appeal, perhaps by incorporating modern music and themes, could help these companies draw a wider audience while preserving the elegance of this classical art form. Engaging in community outreach programs and educational partnerships can nurture an appreciation for ballet in younger generations. Nurturing diversity within the ballet company can also help redefine ballet’s conventions and make it more accessible and appealing.
The National Ballet of Canada partnered with Bruce Mau Design to reinvigorate its brand identity, which had remained unchanged for nearly 20 years. The result was a dynamic and contemporary reinterpretation of the company’s visual persona. This revamp was not only centered on aesthetics but also revolved around echoing the company’s commitment to innovation and artistry. The key component of this overhaul was a cutting-edge, intentionally crafted logo design that captures the fluid dynamism of ballet.
Refreshed identity for Canada’s Ballet
The updated brand identity more accurately represents the National Ballet of Canada’s drive to inspire and transcend barriers.
The rebranding involved a modern wordmark, icon, typeface, and refreshed colour palette. The new aesthetics are designed to close the gap between life-long ballet enthusiasts and potential new patrons. By merging classic and contemporary design elements, the rebrand is positioned to appeal to a diverse audience. It strikes a balanced chord between preserving the timeless essence of ballet and keeping pace with the ever-evolving modern world. The color scheme symbolizes energy, vitality, and creativity, while the new typeface denotes elegance and sophistication.
Bruce Mau Design was tasked with making the National Ballet’s visual representation bolder and more encompassing, achieved by using a lowercase typeface for the wordmark and embedding the logo into the text. Through these elements, they successfully softened the brand’s image and enhanced the inclusivity, inviting audiences into the Ballet’s compelling storyline.
The new identity emphasizes the importance of storytelling, and several artistic components have been devised to underline this theme. Collaboration with the entire ballet company through workshops and a pop-up studio ensured a brand that appeals to both traditional and contemporary spectators. This brand reformation encompasses a blend of conventional and modern elements that encapsulate the essence of the ballet company, inspiring existing followers and intriguing a new audience that appreciates the confluence of tradition and innovation.
