Ballet West:
A Logo Forward
Ballet West is one of the top ballet companies in the United States. As it continues to grow and reach new audiences, the company was in need of a renovated, contemporary, and dynamic look. I established a new logo, typography, color palette, and visual style.
For the logo, my goal was to create a versatile piece that could act as a stage on which dancers perform. The result was a contemporary logo inspired by abstractions of the essential tools of a dancer: pointe and flat shoes and stage lights.
ROLES
Graphic Design
Focus Group Facilitation
Competition Analysis
A Rich
History
For more than a year, I reviewed branding styles of the company since its beginnings in 1951, then facilitated focus groups and interviewed management, dancers, subscribers, volunteers, donors, and people not familiar with Ballet West.
Ballet West has a rich historical legacy, but the goal was to propel it into the future.
Versatility
The new logo is adaptable, versatile, and can incorporate other branches of the company, for example the Ballet West Academy and programming like ICANDO, a program that empowers youth through dance and self-expression. It also offers an easily recognizable icon for social media.
