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Led by Artistic Director Karen Kain, one of the most acclaimed dancers of the 20th century, the National Ballet of Canada is one of the world’s most prominent ballet companies. As with all cultural institutions, it relies heavily on donors for support. To cultivate the next generation of generous patrons, the Ballet decided to relaunch its young professionals group.

The new name  “Turnout”  was created by our strategy partner, Coin.

To bring this new brand for Turnout to life, we designed a new logo, along with supporting elements including a bookmark, business card, e-vite, backdrops and a brand guidelines document.

To capture the elegance and flow of ballet, the logo is handwritten and suggests ribbons from point shoes. This is paired with, yet contrasted by, a modern san serif font for the tagline: Access the world’s best dance. The black, white and pink colours were chosen to work in alignment with the visual branding of the parent National Ballet brand.