On brand: How arts organisations are adopting new identities for the 21st century

Michael White
Wednesday, August 7, 2024

What's in a name? Rather a lot, it seems. Michael White talks to the arts organisations rebranding to better represent their work – and their audiences

The Royal Opera House re-branded as the Royal Ballet and Opera in April in an effort to reflect the equal roles opera and ballet play within the organisation (The Tales of Hoffmann) ©Keith Saunders
The Royal Opera House re-branded as the Royal Ballet and Opera in April in an effort to reflect the equal roles opera and ballet play within the organisation (The Tales of Hoffmann) ©Keith Saunders

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