{"id":1733,"date":"2024-08-14T12:00:00","date_gmt":"2024-08-14T12:00:00","guid":{"rendered":"http:\/\/atomic-hair.net\/?p=1733"},"modified":"2024-08-15T15:26:23","modified_gmt":"2024-08-15T15:26:23","slug":"the-national-ballet-of-canadas-dances-with-a-new-identity-by-bruce-mau-design","status":"publish","type":"post","link":"http:\/\/atomic-hair.net\/index.php\/2024\/08\/14\/the-national-ballet-of-canadas-dances-with-a-new-identity-by-bruce-mau-design\/","title":{"rendered":"The National Ballet of Canada\u2019s Dances with a New Identity by Bruce Mau Design"},"content":{"rendered":"

As a fellow Canadian who\u2019s admired Bruce Mau\u2019s work since my design student days, I was excited to see how his team has breathed new life into The National Ballet of Canada\u2019s (NBOC) visual identity.<\/p>\n

Toronto\u2019s own Bruce Mau Design<\/a> (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<\/a>. 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.<\/p>\n

Looking to bridge its rich heritage with a bold, forward-thinking future, NBOC entrusted BMD<\/a> to craft an identity that would be as inclusive as it is inventive. \u201cWe were tasked to create something that would invite more people in,\u201d says Laura Stein, BMD\u2019s Chief Creative Officer. And invite it does. BMD\u2019s fresh approach isn\u2019t just a cosmetic change; it\u2019s 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.<\/p>\n

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The wordmark is the cornerstone of BMD\u2019s visual redesign, thoughtfully developed in collaboration with Displaay Type Foundry<\/a>. It\u2019s 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\u2019s previous dark pink hues, infusing the identity with a sense of openness and accessibility.<\/p>\n

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But BMD\u2019s magic doesn\u2019t 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\u2019ve introduced the Storyteller concept, designed to close \u201cthe uncertainty gap\u201d for potential audiences. <\/p>\n

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The wordmark\u2019s 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.
\u2014Laura Stein, Chief Creative Officer, BMD<\/em><\/p>\n<\/blockquote>\n

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Laura Stein, BMD\u2019s Chief Creative Officer and Kar Yan Cheung, BMD\u2019s Director of Design Strategy<\/em><\/p>\n

Kar Yan Cheung, BMD\u2019s 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 \u2014 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\u2019s tradition while embracing the future with contemporary stories.<\/p>\n

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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. \u201cBallet is often seen as inaccessible, something only for the wealthy, and this is a barrier to newer and often younger audiences,\u201d Cheung explains. The new identity aims to tear down these barriers, bringing audiences closer to the artistry and passion of ballet.<\/p>\n

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Hope Muir, Artistic Director of The National Ballet of Canada, couldn\u2019t agree more. She believes the new brand does more than refresh the company\u2019s look\u2014it reflects its values and aspirations. \u201cThe visual identity is bold, personal, and inclusive, with creative taglines that spark the imagination and invite conversation,\u201d Muir says. \u201cThe Storyteller reflects the values and energy of The National Ballet today and asserts our commitment to an innovative and accessible future.\u201d<\/p>\n

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BMD\u2019s reimagining of The National Ballet of Canada is just the latest example of why the studio is celebrated as one of the world\u2019s 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 \u2014 a testament to its ability to blend tradition with modernity, creating brands that truly resonate.<\/p>\n

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As a fellow Canadian who\u2019s admired Bruce Mau\u2019s work since my design student days, I was excited to see how his team has breathed new … <\/p>\n","protected":false},"author":1,"featured_media":1735,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16],"tags":[],"class_list":["post-1733","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-color-design","latest_post"],"_links":{"self":[{"href":"http:\/\/atomic-hair.net\/index.php\/wp-json\/wp\/v2\/posts\/1733"}],"collection":[{"href":"http:\/\/atomic-hair.net\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/atomic-hair.net\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/atomic-hair.net\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/atomic-hair.net\/index.php\/wp-json\/wp\/v2\/comments?post=1733"}],"version-history":[{"count":2,"href":"http:\/\/atomic-hair.net\/index.php\/wp-json\/wp\/v2\/posts\/1733\/revisions"}],"predecessor-version":[{"id":1748,"href":"http:\/\/atomic-hair.net\/index.php\/wp-json\/wp\/v2\/posts\/1733\/revisions\/1748"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/atomic-hair.net\/index.php\/wp-json\/wp\/v2\/media\/1735"}],"wp:attachment":[{"href":"http:\/\/atomic-hair.net\/index.php\/wp-json\/wp\/v2\/media?parent=1733"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/atomic-hair.net\/index.php\/wp-json\/wp\/v2\/categories?post=1733"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/atomic-hair.net\/index.php\/wp-json\/wp\/v2\/tags?post=1733"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}