As a fellow Canadian who’s admired Bruce Mau’s work since my design student days, I was excited to see how his team has breathed new life into The National Ballet of Canada’s (NBOC) visual identity.
Toronto’s own Bruce Mau Design (BMD), an award-winning multidisciplinary brand and design studio, has once again proven its creative prowess by reimagining the visual identity of The National Ballet of Canada. The nearly 75-year-old cultural gem, revered for its classical roots, has undergone its first major rebrand in almost two decades, and the results are nothing short of lively.
Looking to bridge its rich heritage with a bold, forward-thinking future, NBOC entrusted BMD to craft an identity that would be as inclusive as it is inventive. “We were tasked to create something that would invite more people in,” says Laura Stein, BMD’s Chief Creative Officer. And invite it does. BMD’s fresh approach isn’t just a cosmetic change; it’s a statement. The new wordmark does more than merely label the ballet company; it begins a narrative, setting the stage for a creative, open, and welcoming identity.
The wordmark is the cornerstone of BMD’s visual redesign, thoughtfully developed in collaboration with Displaay Type Foundry. It’s a simple yet ingenious tool that allows designers to extend the narrative seamlessly from the logo, ensuring consistency and elegance in every application. The typeface, coupled with a vibrant palette of jewel tones, marks a significant departure from the brand’s previous dark pink hues, infusing the identity with a sense of openness and accessibility.
But BMD’s magic doesn’t stop at a new logo and color scheme. The studio has redefined every visual element, from art direction in photography to motion behaviors and layout principles. Most notably, they’ve introduced the Storyteller concept, designed to close “the uncertainty gap” for potential audiences.
The wordmark’s narrative can tease some of the story so that people who know nothing about a ballet such as Onegin, understand that it deals with exciting and dramatic themes such as love and betrayal.
—Laura Stein, Chief Creative Officer, BMD
Laura Stein, BMD’s Chief Creative Officer and Kar Yan Cheung, BMD’s Director of Design Strategy
Kar Yan Cheung, BMD’s Director of Design Strategy, noted that the challenge was to create a brand that resonated with both long-time ballet aficionados and a new, younger audience — not just about aesthetics but a strategic balancing act. Through a series of workshops, stakeholder interviews, and immersive experiences at the ballet, BMD ensured that the new identity honored classical ballet’s tradition while embracing the future with contemporary stories.
The result? A rebrand that respects the past while shaking off the elitist image often associated with ballet, making it more accessible and engaging for everyone. “Ballet is often seen as inaccessible, something only for the wealthy, and this is a barrier to newer and often younger audiences,” Cheung explains. The new identity aims to tear down these barriers, bringing audiences closer to the artistry and passion of ballet.
Hope Muir, Artistic Director of The National Ballet of Canada, couldn’t agree more. She believes the new brand does more than refresh the company’s look—it reflects its values and aspirations. “The visual identity is bold, personal, and inclusive, with creative taglines that spark the imagination and invite conversation,” Muir says. “The Storyteller reflects the values and energy of The National Ballet today and asserts our commitment to an innovative and accessible future.”
BMD’s reimagining of The National Ballet of Canada is just the latest example of why the studio is celebrated as one of the world’s leading brand and design powerhouses. With a portfolio that includes work for giants like Infiniti, Sonos, and the Zayed National Museum, BMD has earned accolades from Cannes Lions to Fast Company — a testament to its ability to blend tradition with modernity, creating brands that truly resonate.
