From a revived historic marque to a new tone of voice, DesignStudio’s rebrand is bringing this cultural icon into the modern era.
Changing the name of an institution as storied as the Royal Opera House is a statement of intent if I ever saw one. It’s a declaration that the Royal Ballet and Opera are stepping into a new era together, solidified by their partnership with DesignStudio, which has resulted in a refreshed identity.
The aim was to reposition this cultural powerhouse for the future. It’s also very clear that the rebrand celebrates both art forms equally, elevating their collective spirit while reaching out to broader, more diverse audiences.
For Julien Queyrane, creative director at DesignStudio, the opportunity to work on such a revered name was both a privilege and a challenge. “As a true cultural icon, it was a tremendous privilege to collaborate with the Royal Ballet and Opera on this new vision,” he says. “Our rebrand captures the breadth of this new offering by elevating and celebrating all art forms in a way that feels highly inclusive.”
Initially prompted by the organisation’s shift from “Royal Opera House” to “Royal Ballet and Opera,” the project quickly became much more ambitious. “From the outset, we saw this as a bigger opportunity: not just to design a logo, but to help redefine how the Royal Ballet and Opera present themselves to the world,” says Julien.
The name change signalled a refreshed energy and unity across the organisation, reflecting not only the stars of the stage but the unsung heroes behind the scenes – from the costume designers and musicians to the set builders and crew who bring each performance to life. DesignStudio set out to create a brand that honours that collective spirit while balancing reverence for tradition with an appetite for change.
While the new brand is rooted in the institution’s illustrious past, it also bursts with a contemporary vitality and feels ready to inspire loyal followers and newcomers alike.
At the heart of the new identity is the concept of a “Living Timeline”, chosen to celebrate continuity, reinvention, and evolution.
“The Royal Ballet and Opera are not fixed in the past or defined by the present – they are constantly evolving,” says Julien. This mindset formed the foundation for the three strategic principles guiding the rebrand: Reveal, Reconnect, and Reimagine.
Drawing inspiration from the archives, the team uncovered a treasure trove of historic typefaces, posters, and colourways and reinterpreted these elements through a contemporary lens. The design language is dynamic, weaving the richness of the past into a fresh, modern aesthetic that feels anything but nostalgic.
On the verbal side, senior copywriter Dominique Lecci developed a tone of voice that captures the same spirit. Built around three principles—sharp, evocative, unexpected—the new tone is expressive and flexible, allowing communications to be dialled up or down depending on the audience. “It celebrates the artistry on and off the stage in a way that feels resonant for every audience—from long-time supporters to first-time visitors,” Dominique explains.
The Living Timeline isn’t just a conceptual flourish—it’s the connective thread running through every aspect of the brand, from the revived marque to the modernised colour palette.
One of the most striking elements of the rebrand is the new marque, a reimagined symbol drawn from the organisation’s archives.
“We spent a lot of time in the archives with the RBO’s creative team, exploring past marques,” says Julien. “What stood out to us were the designs that had more gravitas and those that felt bolder and tighter together.”
Rather than reinventing the wheel, the team evolved a historic design, enhancing its elegance and fluidity for today’s diverse applications. The flowing curves of the new marque evoke the lyrical beauty of opera and the structured precision of ballet, seamlessly bridging past and future.
Importantly, the updated marque has been crafted to shine across print, digital, and environmental platforms, which is vital for an institution that now spans everything from live performances to global streaming.
DesignStudio approached the project with a clear understanding that modernising a heritage brand requires delicacy. The goal wasn’t to discard the past but to create an identity that feels expressive, inclusive, and at home across multiple channels.
“We refreshed the entire brand ecosystem, from colour palettes and textures to art direction,” Julien explains. The team paired a modern serif with a strong grotesque typeface, capturing both the grandeur and emotional depth of the art forms they represent.
A vibrant extended colour palette rooted in Royal Ballet and Opera’s signature red ensures the brand can flex across different moods, productions, and platforms. The result is a brand that feels alive, whether emblazoned on venue signage, animated on streaming services, or inviting exploration on a social post.
Perhaps one of the most unexpected and exciting aspects of the rebrand is the new tone of voice. Heritage brands are often boxed in by tradition, but the Royal Ballet and Opera’s reinvention breaks the mould.
“People don’t always think of heritage institutions as bold or challenging, but it’s that mindset that keeps a cultural icon like the Royal Ballet and Opera relevant,” says Dominique.
Using their “Volume Control” system, the Royal Ballet and Opera’s writers can now adjust their voice across different touchpoints, from precise and informative to bold and emotionally charged. This refreshingly agile approach ensures the brand resonates with both die-hard fans and curious newcomers.
With the brand now live, there’s a palpable sense of optimism around what the Royal Ballet and Opera can achieve with their revitalised identity.
“We hope that it sparks curiosity,” says Julien. “That someone who might not have previously considered stepping through RBO’s doors feels inspired to explore, to book a ticket, to experience something new.”
Ultimately, the new brand isn’t just a visual overhaul; it’s a strategic leap forward, crafted to ensure that the magic of ballet, opera, and all the artistry in between continues to captivate audiences – old and new – for generations to come.