Inspired by founder Dame Ninette de Valois’ famous demand that the royal ballet companies ‘respect the past, herald the future, but concentrate on the present’ Birmingham Royal Ballet began to prepare for the arrival of Carlos Acosta as Director by researching how the Company was perceived by its partners, artists, staff and most importantly, by its audience.
Thanks to a grant from the Michael Bishop Foundation, Carlos Acosta and Birmingham Royal Ballet's leadership team began work with the award-winning NB Studios to review these findings and to draw from them an updated understanding of the values and mission that lie at the heart of the Company.
In consultation with the Company’s theatre partners, Birmingham Royal Ballet developed a powerful new brand identity which builds on these renewed core principles and gives the Company a more direct ‘voice’ that is better able to present Carlos Acosta’s artistic vision. The visual identity not only celebrates the physique and technique of the Company’s dancers, but also its commitment to champion and engage with the city of Birmingham, as well a national and global audience.
Birmingham Royal Ballet's new identity was launched on Thursday 1st October when the updated website went ‘live’. The first show promotional material to showcase this new identity will appear alongside the upcoming announcement of 2021's Spring tour of Sir David Bintley's Cinderella.