{"id":105842,"date":"2024-07-10T12:11:25","date_gmt":"2024-07-10T16:11:25","guid":{"rendered":"https:\/\/www.ludwig-van.com\/toronto\/?p=105842"},"modified":"2024-07-17T13:34:05","modified_gmt":"2024-07-17T17:34:05","slug":"scoop-national-ballet-canada-nboc-rebrands-dynamic-new-logo-website","status":"publish","type":"post","link":"https:\/\/www.ludwig-van.com\/toronto\/2024\/07\/10\/scoop-national-ballet-canada-nboc-rebrands-dynamic-new-logo-website\/","title":{"rendered":"THE SCOOP | The National Ballet Of Canada (NBOC) Rebrands With Dynamic New Logo & Website"},"content":{"rendered":"
\"Image
Image courtesy of the National Ballet of Canada<\/figcaption><\/figure>\n

Hope Muir<\/strong>, 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.<\/p>\n

The new look was created in a partnership with Bruce Mau Design of Toronto, and is intended as a contemporary update of the company\u2019s brand. It\u2019s worth noting that it will be the first visual update for the NBOC in about two decades.<\/p>\n

\u201cThe brand isn\u2019t just a logo,\u201d said Muir. \u201cIt\u2019s 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\u2019re providing access and we\u2019re providing a diverse repertoire. It\u2019s an exciting moment to be here.\u201d<\/p>\n

The focal point of the design will be \u2018The Storyteller\u2019, a wordmark, or creative use of text and typography, with taglines intended to connect directly with audiences, and importantly, potential audience members.<\/p>\n

Laura Stein<\/strong>, BMD\u2019s Chief Creative Officer, noted, \u201cwith 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.\u201d Stein led the project with BMD.<\/p>\n

\"Designer
Designer Bruce Mau (Photo courtesy of the artist)<\/figcaption><\/figure>\n

Bruce Mau Design<\/h3>\n

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.<\/p>\n

Bruce Mau became notable not only for his work, but his design philosophy and the ways in which he\u2019s applied it to a variety of functions from architecture, art, museums, film, eco-environmental design, to education. Active as a professor and educator, he authored and co-authored influential works on design.<\/p>\n

While Mau himself has gone on from the Toronto company to work in Chicago, BMD carries on his innovative spirit.<\/p>\n

\u201cWe were tasked to create something that would invite more people in,\u201d BMD Chief Creative Officer Laura Stein <\/strong>recalls. \u201cWe created a new wordmark that acts as an invitational narrative. This helps to position them differently \u2014 more open, more creative.\u201d<\/p>\n

Vibrant jewel tones replace the darker palette of the older design. The studio\u2019s Director of Design Strategy, Kar Yan Cheung<\/strong>, comments, [\u201cWe had to create] a brand for both old and new audiences, ensuring we honor the tradition of classical ballet while also paving the way for the future of ballet and more contemporary ballets and stories.\u201d<\/p>\n

It’s a way of visually breaking through the kind of elitism that is often associated with ballet, and reaching out to the audience.<\/p>\n