BALLET JÖRGEN REBRAND
A modern and expressive rebranding of one of Canada's biggest ballet institutions. This project has no official affiliation with Canada's Ballet Jörgen.
Canada’s Ballet Jörgen is one of Canada’s largest ballet companies, reaching over 60,000 people annually across every province, specializing in reaching underprivileged communities through outreach programs. Their target audience is young people, 18 years and under. In order to better connect Canada’s Ballet Jörgen with the target audience, I have created a brand identity which is more open, creative and community-focused. The design choices made are centered around complementing the dancers’ flow of movement.
The logo was inspired by an experimental short film generated by Euphrates, a Japanese collaborative of artists. In the film, a dancer’s movements are tracked by a rotoscope animation method, which creates both geometric and fluid shapes based on the different ways in which her body moves. Based on this idea, we traced traditional ballet poses, using lines to create triangular shapes. The final result of this is the brand symbol, which shows the geometric structure of dance, and is both abstract and distinctly human.
The chosen colour palette consists of soft colours, with a balanced mix of warm tones and cool tones. The primary colour palette is brighter and more impactful, while the secondary colour palette provides softer and more subtle variations of the primary palette.
Bebas Neue is a sans-serif font, consisting of only capital letters. Its bold structure draws the eye in a vertical motion, similarly to the movements of a ballet dancer. It is our primary/display font. Roboto is a sans-serif font, and is good for reading. It is the secondary font, to be used for body copy and small text. Roboto compliments Bebas Neue, as it is less tall and narrow.
Much like the logo, Ballet Jörgen’s fluid brand elements make reference to the movements of dancers. The fluid, looping lines provide a contrast to the harsh geometric lines of the logo. The juxtaposition between structure and fluidity is a key element of ballet, and visualizing this brings the feeling of being on stage into Ballet Jörgen's branding.
All photographs are in black and white, with a high level of contrast. This unifies all photos used, as does the use of the fluid elements, which mimics the dancer's movements.
Ballet Jörgen should be recognized as appealing and welcoming to young creative people. With multiple programs focused on bringing dance to marginalized communities and their focus on featuring young dancers and choreographers, their main focus is building a community. The positioning statement reflects this.