The creative agency The Beautiful Meme worked with Tamara Rojo, the company’s artistic director, to produce the new logo, which represents both speech marks and shoes en pointe.
The ENB says the new pink and orange design communicates the fact that everyone in the company has something to say. It replaces a black-and-white logo.
The charity, which had an income of £13.8m in 2010/11, says its new identity reflects and supports Rojo’s leadership and vision of becoming the UK’s most creative and loved ballet company.
A new brand campaign by the charity for 2013 features couture garments by the fashion designer Vivienne Westwood and uses photographers, stylists and designers to interpret themes of individual shows.
"It is about taking dancers out of tutus and moving away from conventional backstage images to show the intensity and creativity of the dancers," said Tom Sharp, creative director of TBM. "The company's directive is to respect the tradition of ballet but build on it, and our copy lines are designed to reflect but challenge a perceived view of the art form."
A spokeswoman for ENB said the company did not yet have all the figures on how much the rebrand cost.