Ballet Cymru - Brand Identity

Ballet Cymru - Brand Identity

Branding / Digital / Motion Graphics / Bilingual


Ballet Cymru is the leading independent Ballet Company in Wales, established in the 1980's.  A company that ‘likes to do things differently’, Artistic Director and founder, Darius James (OBE)  is committed to innovation in dance and to achieving the highest standard of collaboration with choreographers, designers, composers and musicians.

A client for several years, we've been privileged to create integrated marketing materials for the company for their professional programme and outreach work.

When we were approached to develop a new visual identity that captured all aspects of the organisation, from the diversity of its people and its ambitious programme, we jumped at the opportunity.



overarching Ballet Cymru Brand


languages for a bilingual organisation (Welsh & English)


core logos to strengthen the visual identity


The identity needed to extend to a system of sub-brands, embracing the pre-professional and outreach elements of the dance company's work. 

Maintaining a relationship with the previous logo, and with a nod to the fire and passion of Ballet Cymru, a bold red colour palette was developed for the core branding. An injection of bright blue and vibrant yellow for the sub brands of Ballet Cymru 2 and Ballet Cymru, Engagement / Ymgysylltu helped build an uplifting and contemporary visual identity.  

When developing the typeface, we utilised 'Wavehaus', a strong, geometric font. Custom elements further allowed us to inject subtle details such as the joined 't' and 'u' reinforcing the unity of the company.  The creation of a typographic logo ensured a simplicity and directness that avoided cluttered emblems and imagery that could detract from the energy of Ballet Cymru.

Echoing elements of theatre and movement, the new logos were designed to be used as animations on digital and social media platforms as well as stretching across large scale print.

With an ambitious programme of outreach and performance planned, we’re looking forward to developing the brand across all media and indulging in the blissful pleasure of watching live performance!

“Icon understood our passion and desire to create a forward-thinking, diverse visual identity from day one. By challenging our expectations and ambitions for Ballet Cymru the creative team were able to develop an identity that resonated with our audiences and the Ballet Cymru family too.”

Darius James, OBE
Artistic Director, Ballet Cymru