When Tamara Rojo became Artistic Director of English National Ballet she set all of us, from dancers to those behind-the-scenes, a very simple but inspiring vision: To be the most creative and most loved ballet Company in the UK.
We will achieve this by what we do on stage. By cherishing the traditions of ballet but also by leaping and grasping for the new. By ensuring our artists continue to excite, innovate and challenge. By making it clear that we dance to conjure wonderful, beautiful visions and because we have something to say.
We will also achieve our vision by the collaborations we make – with choreographers, designers, artists, fashion houses and partner organisations. And finally, we will achieve our vision by the way we present ourselves to the world. We are an ambitious arts organisation, Tamara Rojo’s creative leadership is bold and confident – our image must be so as well. And that’s why, from today, you’ll see our new brand identity across all of our communications with you.
As well as a fresh logo and colour palette, an important part of our new identity is the focus on collaborating with creative people outside of the ballet world. We’re delighted to announce that our first such collaboration is with Vivienne Westwood. This iconic British fashion house worked closely with us to style our dancers in images that you’ll see across advertising and marketing material over the coming year. We exist to bring the artistry of ballet to as many people as we can. Our new brand is part of that journey.