San Francisco Ballet
2008 ReBrand 100 Winners > merit
Industry: Cultural Institution - Below: Before Images, Rebrand Images, Summary, Credits
Summary: Industry Setting - San Francisco Ballet is America’s oldest professional ballet company. Its rich tradition of artistic “firsts” continues under the bold leadership of Artistic Director Helgi Tomasson, who leads the company into its momentous 75th anniversary. Challenge - In anticipation of the company’s 75th anniversary, and the book, documentary and publicity that would accompany the occasion, San Francisco Ballet sought to reinvigorate its brand identity and attract a wider and younger audience without alienating its traditional patrons. The brand was perceived as encompassing more than it was known for, or than the previous Art Deco-inspired identity conveyed. The new brand would ideally wed the Ballet’s strong classical emphasis to its progressive and innovative repertoire while also expressing the vitality of the Ballet as a world-class brand and cultural destination. Strategy - The new identity for San Francisco Ballet combines elements of the nineteenth-century typeface Didot with the twenty-first century Galaxie Polaris to reflect the company’s dual emphasis on classical ballet and modern choreography. The letters appear orchestrated like dancers on a stage, suggesting the kinetics of the ballet art form. The sophisticated gray color palette highlights the lighting and drama of the stage. Result - Artistic Director Helgi Tomasson praised the new identity, saying: “The new SF Ballet takes the concept of ballet as a traditional art form and brings it to a new, contemporary place that represents the company today.” As of October of this year, standard SF Ballet subscription purchases are up 7% over 2007, and the first run of new apparel merchandise sold out at the Reykjavik Arts Festival in four days. Credits: Client: San Francisco Ballet - www.sfballet.org Brand Strategist/Designer: MetaDesign San Francisco - www.metadesign.com Creative Director: Brett Wickens Designers: Huiling Chen, Inese Silina, Rusty Munro Project Managers: Jane Bailey, Clancy Nolan Technology: Jay Llacuna, Gregg Butensky Production: Jeff Allison [back] |
