The National Ballet of Canada debuts new visual identity by BMD adobo Magazine [Video]

TORONTO, CANADA — Award-winning, Toronto-based multidisciplinary brand and design studio Bruce Mau Design (BMD) has crafted an all-new visual identity and expression for The National Ballet of Canada, marking the nearly 75-year-old institution’s first rebrand in almost two decades.

Seeking to merge classical and modern/future-embracing aesthetics, The National Ballet of Canada sought its hometown studio’s creative and technical talents to develop a brand identity that would herald a more creative, inclusive, and bolder organization. “We were tasked to create something that would invite more people in,” BMD Chief Creative Officer Laura Stein recalls. “We created a new wordmark that acts as an invitational narrative. This helps to position them differently — more open, more creative.”

The wordmark, in fact, serves as a foundational piece of BMD’s new visual redesign for The National Ballet of Canada. “The logo is a wordmark that is also the beginning of a narrative,” Laura explained. “So, type needs to flow seamlessly from the logo. We worked with Displaay …