The National Ballet of Canada boasts a new look thanks to award-winning Toronto-based Bruce Mau Design (BMU). The company launched a new visual identity, that is contemporary and gives a peek into an exciting new era, in time for the 2024-25 season.
The new brand features creative storytelling and stunning new imagery highlighting human connection and spotlights the dancer’s individuality, artistry, and athleticism. It comprises motion and video elements, a redesigned website, and branded company merchandise.
Hope Muir, the artistic director of the National Ballet of Canada, said the brand is more than just a logo. “It’s a philosophy that has to represent our company and culture, our value system, and how we want to move forward as an organization,” she explained. “The new look is bold and brave and sets the stage for dialogue. We’re providing access and we’re providing a diverse repertoire.”
Laura Stein, BMD’s Chief Creative Officer, said the centerpiece of the new brand, dubbed ‘The Storyteller’ features a wordmark with creative taglines that speak directly to audiences. “With The Storyteller, the entire company becomes a protagonist. The logo is followed by a story, an invitation, an action that draws you into the National Ballet.”
Belinda Bale, Director of Marketing and Communications, highlighted that it has been nearly 20 years since the National Ballet last rebranded. She believes it was the right time to revisit the company’s visual identity. “We wanted to create a brand that reflects who the company is today, but also where we want to go in the future,” Bale explained. “The new brand is an opportunity for the company to share our stories and invite audiences, both existing and new, to engage with us in a more meaningful way.”
Also Read: Hallmark Refreshes Streaming Service Brand Hallmark Movies Now to ‘Hallmark+’
