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THE SCOOP | The National Ballet Of Canada (NBOC) Rebrands With Dynamic New Logo & Website

By Anya Wassenberg on July 10, 2024

Image of two dancers courtesy of the National Ballet of Canada
Image courtesy of the National Ballet of Canada

Hope Muir, Joan and Jerry Lozinski Artistic Director of The National Ballet of Canada recently unveiled a rebranding of the organization, including a new look for the website and company logo. The new design coincides with the launch of the 2024/25 season.

The new look was created in a partnership with Bruce Mau Design of Toronto, and is intended as a contemporary update of the company’s brand. It’s worth noting that it will be the first visual update for the NBOC in about two decades.

“The brand isn’t just a logo,” said Muir. “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. The new look is bold and brave and sets the stage for dialogue. We’re providing access and we’re providing a diverse repertoire. It’s an exciting moment to be here.”

The focal point of the design will be ‘The Storyteller’, a wordmark, or creative use of text and typography, with taglines intended to connect directly with audiences, and importantly, potential audience members.

Laura Stein, BMD’s Chief Creative Officer, noted, “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.” Stein led the project with BMD.

Designer Bruce Mau (Photo courtesy of the artist)
Designer Bruce Mau (Photo courtesy of the artist)

Designer Bruce Mau

Born in Pembroke, Ontario, Bruce Mau began his career in graphic design after a high school art teacher advised him to get into the field. He went on to study at the Ontario College of Art & Design in Toronto, but left before graduating to join a professional firm in 1980.

Bruce Mau is notable not only for his work, but his design philosophy and the ways in which he’s applied it to a variety of functions from architecture, art, museums, film, eco-environmental design, to education.

Over his career, he’s been active in Chicago, (as chief executive officer of Massive Change Network) and the UK as well as Toronto. Through his firm, he’s worked with clients that include the Andy Warhol Museum, the Art Gallery of Ontario and the Gagosian Gallery.

Among his awards, he includes the Philadelphia Museum of Art’s Collab Design Excellence Award in 2015, The Design Mind Award from the Cooper Hewitt National Design Museum, AIGA gold Medal, and six honorary degrees.

Active as a professor and educator, and has authored and co-authored influential works on design. His company incorporates the unique principles he’s developed throughout his career.

A Contemporary Company

“It has been nearly 20 years since the National Ballet last rebranded and it was the right time to revisit our visual identity,” said Belinda Bale, Director of Marketing and Communications.

“We wanted to create a brand that reflects who the company is today, but also where we want to go in the future. 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.”

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