We have been known as the British Ballet Organization for 86 years. It's an identity that has served us extremely well, but it was no longer fully reflective of the international nature of the organisation or the range of dance genres that we work with and hope to develop in the future.
Our new brand identity was developed with feedback and suggestions from our entire membership and input from organisation-wide representatives and stakeholders through various brand positioning exercises.
It was felt by all that bbodance better reflects the nature of the organisation as we look to develop the organisation in the future.
To bring our new brand identity to life visually, inspiration was drawn from the heritage of the organisation in addition to our desire to create a strong, contemporary image which alludes to our former name whilst embracing change and promoting the wider range of services that we provide.
We are aware that, to some, our new brand identity will feel like we are moving away from our heritage. Everyone within the organisation has always been determined to ensure we don't lose the wonderful ethos of the organisation and continue to ensure that we are inclusive, innovative and member-driven, inspiring excellence in the provision of education and training of dance. We will continue to offer a supportive and motivating environment where people can develop personally and professionally whilst they pursue their passion and enjoyment of dance regardless of age or ability.
Read more about bbodance history.