Bruce Mau Design Reimagines Royal Winnipeg Ballet Identity After Christopher Stowell Appointment
After Christopher Stowell took on the role of artistic director, Bruce Mau Design revitalized the Royal Winnipeg Ballet's brand. Under the guidance of Laura Stein, the agency developed a fresh brand platform, visual identity, and website aimed at re-engaging audiences and drawing in new dancers. The logo emphasizes the letter W, symbolizing ballet discipline while breaking away from tradition. A distinctive typographic system incorporates unexpected characters. One challenge was persuading RWB leadership that their requirements were unique compared to The National Ballet of Canada. The design drew inspiration from RWB's archives and the essence of Winnipeg. The color scheme mirrors the hues of prairie skies, the black of performance spaces, and studio white. The project is featured on brucemaudesign.com.
Key facts
- Bruce Mau Design created a new brand platform, identity, and website for the Royal Winnipeg Ballet.
- The project followed the appointment of Christopher Stowell as artistic director of the Royal Winnipeg Ballet.
- Laura Stein is chief creative officer at Bruce Mau Design.
- The logo emphasizes the letter W, referencing ballet's rigor and the company's willingness to do things differently.
- The communication type system includes rogue characters.
- Bruce Mau Design had previously completed a well-received brand refresh for The National Ballet of Canada.
- Inspiration came from the RWB's archives and Winnipeg's status as the gateway to the prairies.
- The color palette draws on prairie blue skies, the black of the performance space, and the white of studio spaces.
- The logotype's squarishness was inspired by 20th-century railway logos.
- The project is featured on brucemaudesign.com.
Entities
Artists
- Laura Stein
- Christopher Stowell
Institutions
- Royal Winnipeg Ballet
- Bruce Mau Design
- The National Ballet of Canada
Locations
- Winnipeg
- Canada