In a series of exciting moves for Boston Ballet, Executive Director Barry Hughson and Artistic Director, Mikko Nissinen, announce the company’s new brand identity and official launch of Boston Ballet’s new website. The website, launched August 18, 2009, offers visitors new ways to experience and participate with Boston Ballet’s programs on stage, in the studio, and in the community.
“The new company image truly reflects what the company is today and the passion, artistry, and love for dance which has been the fabric of Boston Ballet for more than 45 years,” said Artistic Director Mikko Nissinen. “This is a thrilling moment in time for the company – with a new face for Boston Ballet, a new stage at The Boston Opera House, and a new era for the company to move into an exciting future.”
“Bostonballet.org has never offered so much to the user,” said Hughson. “With this launch, our online presence will better match Boston Ballet’s presence in the local and international community. We’re bringing Boston Ballet into the future for the City of Boston and people around the world while maintaining the history of this great cultural institution.”
Boston Ballet’s new visual identity – a complete system of brand elements for print, digital and environmental applications - reflects the organization’s tradition and cultural history while looking towards a vibrant future. The hand-drawn, custom logotype’s nuances and curves present an organic form of balance and strength reflecting the human body. The color palette is black and white, elevating dance images to center stage with bold accent colors to distinguish key areas within the organization: stage, studio and community.
Boston Ballet’s next-generation website has been designed to be a dynamic, interactive hub for the company’s multifaceted work. The website has been rebuilt for ease of the user, streamlined functionality, and direct access to key information to serve Boston Ballet’s broad audiences. The website has been organized with seven main sections devoted to Tickets and Performances, About Boston Ballet, The Company, The School, In the Community, News and Press, and Support the Ballet. The website also features a mini-site, “Explore BB”, which provides users with various ways to interact with the company through audio, video, image galleries, blogs and podcasts. The website’s advanced capabilities include an online box office for purchasing single and season tickets, a retail shop for Boston Ballet merchandise, ease and access for donating online, Boston Ballet School enrollment information, personal user profiles, extensive video and image galleries, and a growing repertoire index for research and education.
Boston Ballet worked with Korn Design of Boston, a nationally recognized brand strategy and design firm, on the new visual identity, strategy and design for the company. Korn collaborated with Interactive Media Associates, Inc., of Parsippany, New Jersey, who created the technical programming and functionality of the website. Development of the website was supported by a grant from Jane’s Trust.
To view the complete brand identity and design package, please visit: www.bostonballet.org/branddesignpackage.html.
About Boston Ballet
Since 1963, Boston Ballet has been one of the leading dance companies in the world on stage, in the studio and in the community. Under the leadership of Artistic Director Mikko Nissinen and Executive Director Barry Hughson, the Company maintains an internationally acclaimed repertoire and the largest ballet school in North America, Boston Ballet School.
Boston Ballet maintains a repertoire of classical, neo-classical and contemporary works, ranging from full-length story ballets to new works by some of today's finest choreographers. Boston Ballet's second company, Boston Ballet II, is comprised of pre-professional dancers who gain experience by performing with the Company and independently, presenting lecture-demonstrations and special programs to audiences throughout the Northeast.
Boston Ballet School, the official school of Boston Ballet, has a long-standing dedication to excellence and access and reaches more than 10,000 students ages 2-adult each year through Boston Ballet School classes, Summer Dance Workshop, Summer Dance Program, Citydance, Taking Steps, and Adaptive Dance. The wide array of dance programs are held at four studio locations in Boston, Newton, Norwell and Marblehead, as well as community centers and in Boston Public Schools.
About Korn Design
Founded in 1992, Korn Design is an award-winning brand design and strategy firm with offices in Boston and New York. Headed by Principal Denise Korn and Partner/Creative Director Javier Cortés, Korn Design is passionate about designing high-touch experiences driven by maverick thinking and creative strategy. The firm has brought cutting edge visual acuity, business savvy and imagination to work for top-of-class performing arts, luxury hospitality, restaurant, non-profit, fashion and institutional clients internationally.
About Interactive Media Associates, Inc.
Interactive Media Associates, Inc. (IMA) is a digital agency specializing in the planning, development and marketing of Web services. The company provides expertise in strategy and planning; Web site branding and design; content management; Web application development for eCommerce and portals; and interactive marketing, including SEO/SEM, eMail marketing, social media, and reputation management. Through its ReliaServe subsidiary, IMA also offers site hosting. IMA is an agency partner of such leading Web software provides as Omniture, Ektron, Elastic Path, and Bronto.