The English National Ballet, which has just appointed a new artistic director, Tamara Rojo, has debuted a Vivienne Westwood, The Beautiful Meme and Guy Farrow rebrand for the that is en pointe.

The new identity features a quotation mark that doubles as a pair of pointe shoes. Designers aimed to translate the Ballet’s focus on collaboration and storytelling into a modern brand. The rebranded logo will roll out alongside a campaign centred on photography by Guy Farrow and featuring dancers in Vivienne Westwood’s clothing.

Tom Sharp, creative director at The Beautiful Meme, says, “It is about taking dancers out of tutus and moving away from conventional backstage images to show the intensity and creativity of the dancers. The Company's directive is to respect the tradition of ballet but build on it, and our copylines are designed to reflect but challenge a perceived view of the art form.”

The gowns, photographs and branding itself are intended to highlight the ENB’s confluence of history and modernity, tradition and art. The rebrand also includes a host of bold branding and a new website, which has already launched.