CAROLINA BALLET THEATRE

Carolina Ballet Theatre (CBT), Greenville’s only professional resident dance company since 1972, is a nonprofit dedicated to arts education and performance. Supported by full-time dancers, an all-volunteer Guild, patrons, and community sponsors, CBT enriches the local arts scene through educational programs and scholarships.

The goal of this rebrand was to modernize CBT’s identity, strengthening its reputation and visibility within the Greenville community. The objective was to create a distinctive, contemporary aesthetic that resonates with audiences and instills pride in its dancers. As a nonprofit, CBT blends creativity and professionalism to entertain and educate while upholding its core values of artistic excellence, integrity, and discipline.

The visual identity was inspired by the concept of cultivating artistry. Research indicated that emphasizing movement and fluidity over rigidity would better convey the essence of dance. With 15 years of personal dance experience, I drew from the fundamental principle of ballet posture—where the body stacks upon itself for balance and stability. This concept informed the creation of the logo mark, which features abstracted shapes resembling pointe shoes while subtly forming the letters C, B, and T.

The final identity is sophisticated, dynamic, and precise, reflecting the discipline and artistry of ballet while enhancing CBT’s brand equity in Greenville. This rebrand ensures that CBT remains a vital and recognizable force in the performing arts landscape.