A New Brand Identity And The World Première of Pinocchio
Introduced Hong Kong Ballet’s 15/16 Season

[Hong Kong – 28 August 2015] Heralding the beginning of its 37th season with the worldpremière of Pinocchio by Swedish choreographer Pär Isberg, Hong Kong Ballet (HK Ballet) unveiled its new brand identity today – the visual part of a year-long strategic review – at the Season Opening Ceremony held at the Hong Kong Cultural Centre.

Joined by Secretary for Home Affairs of HKSAR Government and Guest of Honour of the evening, Mr Lau Kong Wah, and other guests such as Mr Duncan Pescod, Chief Executive Officer of West Kowloon Cultural District Authority, Ms Daisy Ho, Chair, Board of Governors of HKB, introduced the redefined vision, “Guided by our vision to be the pre-eminent ballet company, treasured in Hong Kong and lauded abroad for our ambitious productions, vibrancy and glamour, we aspire to strengthen relationships with audiences and the community at large. We aim to create stars from our extremely talented company and to produce an exciting body of work that echoes the city’s culture and energy.

Since its inception in 1979, HK Ballet has grown and developed into one of Asia’s premier classical ballet company, loved by its home audiences, recognised and acclaimed internationally for its strong, diverse repertoire and the talented company of dancers currently representing 10 different nationalities from Asia, Europe and North America.

The new brand reflects the vibrancy and energy of the city, home to the ballet company and from which it draws inspiration. Constantly striving for perfection, our dancers never stand still,” continued Ms Ho.

The energy of Hong Kong and the fluid, dynamic movement of ballet gives us a visual language distinctive to Hong Kong Ballet,” said Madeleine Onne, Artistic Director. “With the world première of Pinocchio, we launch our new brand identity, which communicates the Company’s strong artistic vision and our connectivity with the community. I am very excited about what’s in store for our audiences this season and beyond.

HK Ballet will continue to engage new ballet-lovers and aims to take audiences to a different realm of performing art experience. In addition to Pinocchio, the line-up of 2015/16 programmes includes Romeo and Juliet by Rudi van Dantzig, The Nutcracker by Terence Kohler, Choreographers’ Showcase by emerging talents from both HK Ballet and local choreographic community, mixed bill Serenade and More, and Ballet Classics for Children: The Sleeping Beauty, curated by Yuri Ng. In March 2016 HK Ballet will tour to North American, featuring The Sleeping Beauty; Dancing with the Wind, Castrati, In Light and Shadow and the Pas de Trois from A Room of Her Own.

“Never Standing Still” is the new brand strapline and the new brand strategy is expressed visually through the new logo mark, movement graphic and most importantly the photography which captures the energy and culture of the city, the fluidity in the dancers’ movements and the distinctively beautiful language of the art form. It gives HK Ballet a distinctive visual language rooted in its heritage.

The strategic review and the rebranding process have strengthened our leadership of the company, and inspired and energised our teams. It provides a platform on which our medium and long term strategic goals are formed and launched,” said Paul Tam, Executive Director.

The new brand photography aims to highlight the company’s commitment to broaden local appeal by challenging perceptions of ballet as an elite art form, strengthen engagement with the communities and expand outreach activities. One of the dancers involved in the creation, Principal Dancer Wei Wei said, “It was an exhilarating experience to dance with my colleagues in wildly unlikely environments such as the Chun Yeung Street market in North Point! We want to share our passion for, and love of, ballet with the wider public.

The rebranding project was stewarded by Brunswick and Merchant Cantos; Hong Kong fashion photographer Tim Wong was commissioned for the rebranding photography.


[Click on the photo to download full image]

Photo1: Brand photography of Hong Kong Ballet’s new campaign “Never Standing Still”
Dancers: Wei Wei, Liu Yu-yao and Lucas Jerkander
Credit: Tim Wong


Photo 2: Brand photography of Hong Kong Ballet’s new campaign “Never Standing Still”
Dancer: Jin Yao
Credit: Tim Wong


Photo 3: Brand photography of Hong Kong Ballet’s new campaign “Never Standing Still”
Dancers: Zhang Xuening, Jessica Burrows, Chen Zhiyao and Gao Ge
Credit: Tim Wong


Photo 4: Brand photography of Hong Kong Ballet’s new campaign ‘Never Standing Still’
Dancer: Li Jia-bo
Credit: Tim Wong


Please check out the Company’s new website at hkballet.com.

About Hong Kong Ballet

An eclectic mix of talent, a balance of classical and contemporary works, and a unique repertoire are the trademarks of Hong Kong Ballet, Asia’s premier ballet company. Internationally recognised and acclaimed for its creativity, talent and artistry, the Company, led by Artistic Director Madeleine Onne, is committed to providing captivating experiences that delight and inspire audiences from all walks of life, both at home and abroad.

For further information, please contact:

Floria Wun
Corporate Communications Consultant
T: 2105 9753
[email protected]

Dustin Pak
Assistant Marketing Manager
T: 2105 9721
[email protected]

You may also like