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A company that ‘likes to do things differently’, Ballet Cymru is a dynamic and inclusive dance organisation based in Newport.

Our striking re-brand added a contemporary edge, reflecting the diversity and ambition of this award winning ensemble.

Ballet Cymru is the leading independent Ballet Company in Wales, established in the 1980’s.  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.

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

“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

Playful, powerful and strong. The new visual identity gives Ballet Cymru a bold and contempoary feel.  Broken shards akin to theatre lights are interspersed with all 3 logos, allowing the bold ambition of the company to shine through. 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!