new movement {dance ads}

So, some of you may notice that I love to attend dance performances, readily available in the city here. And I have an interest in ad campaigns and branding efforts - naturally.

A LOT of established companies and organizations have been undergoing re-branding exercises, whether it be that they are trying to appeal to the now generation or that they now have the funds to go through a proper identity process or they think it's just needed. Recently, I've noticed a few re-branding efforts in the dance arena:

On TV, the ads for So You Think You Can Dance (a show similar to American Idol but for dancers) totally caught my attention. Going away from the whole cheesy neon lights/cheap club-scene look, their new ads have a sequence of captured moments of dancers doing an amazing leap (or other dance moves). It grabbed my attention because it: 1. has a look I don't really see on TV and 2. really embraces the mood and energy of contemporary dance. So watch out for them...

On street billboards, brochures, and online, the look for the New York City Ballet has taken a 180 turn. Their traditional logo has transformed into simple block letters that overlap with transparency, just like the dancers on their stage. They also have a desaturated look of black and grays - but they also invested in amazing photography of their dancers in movement, which create and communicate the mood of the dance company. Honestly, I think they have made ballet really sexy but classy and artistic.

{ here are some before images }

{ ...and the after }