landing
the perfect
turn out
The National Ballet of Canada was seeking to refresh their ‘Turnout’ brand, their initiative aimed at bringing young adults to the ballet. Intent to align more to millennial sensibilities, digital usage, and various applications, the National Ballet was looking for a more youthful feel than the mainline brand.
Drawing upon features of the mainline brand—the core rubine colour and Helvetica Neue—and inspiration from streetwear brands, a logo suite and icon/emoji pack was created for online and email communications and more with current and prospective Turnout members.
In creating the logo, various options were explored with the limitations of exclusively using Helvetica Neue and a limited colour palette of black, white, and rubine. The finally selection highlighted ‘out’ with rubine, and a primary logo stacking the ‘n’ and ‘u’ to allude to toe shoes in the turnout position. ‘Out’ is highlighted to reinforce getting youth out to the ballet, and the stamp version of the logo enforces both turnout and highlighting Toronto being the home of the National Ballet of Canada.
The icons made as part of the rebrand are to serve three different purposes:
Navigation — A select few of the designs will be used within the online portal for Turnout members.
Emojis — In a push to keep the brand consistent and relaxed, most of the icons will be used as emojis throughout communications to Turnout members dominantly through email.
Illustration — Many of these icons will be used in emails and other communications as spot illustrations.
Along with the overall Turnout rebrand, these icons also are to feel heavier in their use of black, in order to evoke the more streetstyle overhaul of the initiative.
The icons were also adapted in a more flat and simplified version for navigation and digital button use. Their main use is to encourage ticket purchases, distinguish different levels of Turnout membership, RSVPing to events, messages, and more.
The rebrand overall received enthusiastic reception from the Turnout board, and was voted upon to be implemented shortly after.
