San Francisco Ballet is America's oldest professional ballet company. In anticipation of its 75th anniversary, and the book, documentary and publicity that would accompany the occasion, San Francisco Ballet sought to reinvigorate its brand identity.

MetaDesign's inspiration for meeting this challenge came from visual research on classical and contemporary representations of dance and movement in musical notation and expressive typography. Drawing on these influences, MetaDesign created a logotype whose letters are choreographed and dynamic like dancers on a stage, elegantly enacting the kinetics of ballet.

Director Helgi Tomasson praised the new identity, saying: "The new SF Ballet takes the concept of ballet as a traditional art form and brings it to a new contemporary place that represents the company today."