English National Ballet: Rebranded

by thewheatandthechaff

In the last couple of years we’ve seen ballet  re-appropriated for mainstream culture (Black Swan, Kanye West’s Runaway video) and reinterpreted and reinvented  by the likes of Matthew Bourne and Saddler’s Wells that has seen it updated and remixed for 21st Century audiences. And now, the English National Ballet have re-branded and re-launched with a very modern campaign themselves. I can’t say I’ve ever been a big fan of the artform (despite several attempts by my better half to convert me) but I am hugely impressed by the the campaign.

Created by design agency The Beautiful Meme, the new rebrand features a logo that is “both opening quotation marks and ballet shoes en pointe”, a logotype created using Dalton Maag‘s Aktiv Grotesk typeface, plus a beautifully shot ad campaign by Guy Farrow featuring clothes by Vivienne Westwood.

“‘We have something to say’ was the starting point for the brand identity,” explains The Beautiful Meme’s Ben Haworth of the rebrand. “We created a logo that is both opening quotation marks and ballet shoes en pointe, with a dash of Bauhaus aesthetic (a big influence on Tamara Rojo, the ENB’s artistic director) thrown in. It means that all that follows the logo – be it imagery, words or dance – is part of the artistic statement the Company is making.”

Below is the new brand film and a couple of very nice print executions. It almost makes me want to go and see a ballet again. Almost.

(via Creative Review)