New York City Ballet

Identity System, Brand Strategy, UX/UI Design, Environmental, Projected Installation

2018

New York City Ballet (NYCB), one of the largest and most prominent dance companies in the world, is unique in American artistic history. Founded in 1933 by choreographer George Balanchine and arts connoisseur Lincoln Kirstein, NYCB now is home to 100 extraordinary dancers with a repertoire of over 150 works.

This new identity system plays with the “dynamics” and “elegance” of ballet, with the custom typeface resembling the limbs of dancers. As ballet has been seen as an exclusive art form, the new identity aims to serve NYCB’s mission of reimagining the principles of classical dance and bringing modern ballet to the public.

Related Project: NYCB Installation

Logo

The logo is inspired by the body joints of ballet dancers when they dance. Besides the standard lockup, the logo elements can also be arranged in various ways in different applications, representing the changing formations of ballet.

Custom Typeface

NYCB Display is the custom typeface for the rebrand, which resembles dancer’s limbs, and is the foundation of this dynamic identity.

Installation

New York City Ballet (NYCB) hopes to create a shared experience where people can immerse themselves in the dynamic typography and dances, and attract visitors at Lincoln Center to become the audience of NYCB. I designed a projected installation that portrays the relationship between the new identity and the dancers, showing the elegance and dynamics of ballet. The installation will be located at Josie Robertson Plaza at Lincoln Center.