Royal Ballet School: Rebranding
Identity & Branding
Personal
4 weeks
2022
Summary
A rebranding project that introduces grace and personality to an age-old logotype to better showcase what the company stands for.
Background
The Royal Ballet School, a renowned ballet academy, still uses the Royal Family's emblem as its logo. This outdated logo fails to capture the unique identity and values of the school, leading to a disconnect between the school's brand and its reputation.
The Challenge
To create a new identity for the Royal Ballet School that better reflects the school's values and the essence of ballet. The logo needed to be visually appealing, memorable, and representative of the school's commitment to excellence in dance education.
New Perspectives
Exploring the potential for a redesigned logo that incorporates elements of sophistication, grace, and softness, while visually representing the diverse aspects of ballet. To create a logo that not only reflects the traditional values of ballet but also captures the dynamism and innovation of contemporary dance was the need of the hour.
Concept to Creation
The project involved a rigorous design process, starting with research on ballet and the Royal Ballet School. Key themes and values were identified, and these were incorporated into the logo design. The designer explored different typographic options and design elements, experimenting with various combinations to create a logo that is both visually appealing and meaningful.
Outcome
A new logo design was created that incorporates elements of sophistication, grace, and softness. The logo visually represents the diverse aspects of ballet, from the classical to the contemporary. The custom strokes in all the letters add a sense of movement and dynamism to the eye of the viewer, while the font choice provides an all-encompassing and graceful feel to the logo design. The new logo effectively communicates the Royal Ballet School's identity and values, positioning the school as a leader in dance education.
