What we did
Brand strategy
Name generation
Brand identity
Brand guidelines
Website design
The Royal Academy of Dance is a legacy brand. It is rich in heritage and tradition and has 100 years of recognisability and credibility. A long association with ballet formalism and precision previously reflected in a structured and ordered design with little room for brand flex. We wanted to inject a new energy and spontaneity into the brand. At the same time RAD (as it is familiarly known) has reached a point where it is about more than traditional disciplines, it needs to expand in accessibility and inclusivity.
The time was right for a bold, transformative brand upgrade, ensuring relevance to all genres of dance and inspiring future generations.
Ninepoint design approach: choreographing all the elements
We believe legacy brands need to be treated with a balance of responsible, respectful design and the confidence to lead through innovation and newness.
To captivate modern and future audiences, our approach was strategic. We began by defining the “tribes of audiences” we were aiming to reach. Working closely with the different RAD departments to analyse challenges and opportunities, and to create buy-in from all shareholders, across countries, tribes and the organisation.
Having identified the brand cornerstones, which needed to be maintained; we also identified the areas where the brand could stretch and transform.We explored evolutionary through revolutionary design options, eventually settling on a bold, colourful and energetic route.
We reworked the visual identity, expanding on what makes it identifiable to make it uplifting and dynamic.
VISUAL IDENTITY: bringing the Joy of Dance to life.
Visceral and powerful, the new identity is rooted in the RAD values of togetherness, creativity, openness and joy. The design captures the energy and exuberance of dance and movement. Still polished and cohesive but also freer and expressive.
The signature red is retained, to which we added an ownable palette of vibrant secondary and tertiary colours that make the red pop, particularly in digital contexts. Elevating colour to be the bright heartbeat of the brand.
The Arabesque ‘R’ marque was introduced, inspired by graceful dance positions. An abstraction of pure motion that transcends age, race, gender; and also inspires dynamic “flourishes” as secondary brand elements. The marque gives the brand exuberance, as well as a distinctive visual sign-off.
The visual identity was progressed from a rigid lock-up to a dynamic suite of core elements that can be used in a variety of ways, allowing flexibility in various contexts and applications, from social media all the way through merchandise. These layers give the brand depth and dimension, appropriate to modern channels.
One of the huge successes is that the straightforwardness combined with flexibility creates a more open way of working within The RAD. Bold, open-source fonts ensure freedom of use across platforms. Easy to navigate brand guidelines allow for self-generated design within set guardrails.
The new RAD visual identity still has its longstanding legacy but has been refreshed to be open, engaging and accessible to all.
