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New York City Ballet

Logo, Identity System, Advertisements, Outdoor campaign, Many collateral materials

 

The complete rebranding of the New York City Ballet. The identity was created by Pentagram Partner Paula Scher. Dramatic crops of studio portraits by Nick Heavican and modern typography combine to create a 'black and white' system. Pantone blacks were used to create a rich and sophisticated family of duotone images. The result is a subtle wink to the company's heritage and Balanchine's Black and White ballets.

 

Client: New York City Ballet

Pentagram: Paula Scher

Design: Luis Bravo, Lisa Kitschenberg

Photography: Nick Heavican