Melbourne Ballet Company
Brand Development
The Melbourne Ballet Company approached us to breath new life into a brand which has been neglected for the better part of the last two decades. Through research and discussions 'A new vision in Australian dance' was established as the driver for creating a revitalised Melbourne Ballet Company.
A play on the ubiquitous ribbon which is synonymous with ballet was employed to suggest movement and the dynamic element of dance and does so in a way which is sophisticated yet fun and contemporary. The composition of the ribbon is suggestive of the letter 'B' for ballet – the core offer of the organisation. It also represents the open-minded, accessible and nurturing qualities of the Melbourne Ballet Company.
A colour palette of violet and warm gray have been employed to project a professional look and feel which will appeal to a female skewed audience without alienating males. A modern serif font set in lower case adds credibility to the brand but also ensures it is timeless and accessible. In time it will project Melbourne Ballet Company in the same league as its competition.
Services used
- Brand Research
- Brand Positioning / Repositioning
- Brand Development
- Corporate Identity / Logo Design
- Brand Guidelines Development
- Project Management
Key wins
- Finalist in 2007 Desktop Create Awards