For this passion project, I wanted to explore and reimagine the logo and overall branding of ABT.
American Ballet Theatre
American Ballet Theatre is an internationally celebrated cultural institution. In the Autumn of 1939, ABT was launched with the mission of developing a repertoire of the best ballets from the past, and the creation of new works by gifted young choreographers.
The objective for the ABT rebrand was to create a visual identity system that linked the company’s rich legacy with their contemporary shift in aesthetic. The redesign evokes a sense of movement, indicative of the dance forms themselves which also serves as a visual representation of how the company has transformed over the years. In addition, the brand now elicits the same sense of imagination and romanticism that is conjured up through the visual imagery of the productions themselves.
