News: English National Ballet unveil a new identity

Friday 18 January 2013

Marking a new era under the artistic leadership of ballerina Tamara Rojo, English National Ballet has had a rebrand. It includes a logo, representing pointe shoes and speech marks (‘everyone in the company has a voice’) and a collaboration with fashion designer Vivienne Westwood, creating a series of images which emphasise the non-conventional but classical nature of the company.

Tamara Rojo had already stated her aim to make partnerships with people working in other art forms. She said: “I am thrilled that Vivienne Westwood has agreed to let us use her clothes in our first campaign. It’s a dream come true to be able to collaborate with someone of such stature. Her designs capture the creativity and ambition of our dancers who, in turn, add drama and movement to the clothes.”

A spokesperson for Vivienne Westwood said: “We are delighted to be working with the English National Ballet as both brands have a history and synergy that work together – it’s a perfect collaboration of English tradition.”

The rebrand includes ‘Our story’ – which reads like a mission statement of intent for English National Ballet under Tamara Rojo:

We danced before language and this is our promise. Through our art we will tell your story. We will dance the times you fell in love. We will dance your dreams and your fears. We will dance your death. Our suspended moments, grand glories, kaleidoscopic whirlings, rats, swans, firebirds, heroes, heroines and tracing of psyche are your mirror. We are not dolls. We are artists, young and hungry. At war with gravity to capture poetry from air. We do not exist to embalm traditions. We exist to cherish them and then create more. We leap and grasp for the new. We are for everyone. Watch ballet and you are not rich or poor. Cultured or barbarian. Brain or brawn. You are human. Full of lust and adventure. We are yours and we are you.

More on the new website:

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