Friday, 31 October 2014
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The Beautiful Meme rebrands the English National Ballet

York-based consultancy The Beautiful Meme has created a new identity for the English National Ballet, following the appointment of the ballet company’s new artistic director Tamara Rojo.

Photography for the new campaign

Photography for the new campaign

The new identity is based around the proposition of ‘having something to say’. A new graphic mark has been introduced that works both as an open quote mark and also represents a pair of ballet shoes ‘on pointe’.

The new identity

The new identity

Tom Sharp, creative director at The Beautiful Meme, says, ‘Tamara’s vision is to make the ENB the UK’s most creative and best-loved ballet company,’ while fellow creative director Ben Haworth says, ‘[We wanted to communicate] a core truth that everyone in the company has something to say.’

The new identity in print material

The new identity in print material

The new identity uses a modified version of Dalton Maag’s Aktiv Grotesk. Sharp says, ‘Because of the proposition based around statements, we wanted to use a typeface that was bold and confident.’

Brand principles

English National Ballet brand statement

Sharp adds, ‘One of the key things about the branding and Rojo’ vision for the ENB is collaboration.

New Aktiv Grotesk weights, developed for the identity

New Aktiv Grotesk weights, developed for the identity

‘Imagery is also very important, and the ENB will be working with different fashion houses for different seasons.’

The new identity on campaign poster

The new identity on campaign poster

The new season’s brand campaign features models in Vivienne Westwood collections, shot by photographer Guy Farrow. In the spirit of collaboration, Westwood, Farrow and The Beautiful Meme are all credited on campaign posters.

The new website

The new website

The new identity is set to roll out across the ENB, including on a new website, which is set to launch.

The Beautiful Meme was appointed to the work following a pitch towards the end of last year, according to Sharp.

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