Case Study: Ringling Bros. and Barnum & Bailey reimagines its brand with VMLY&R

Ringling Bros. and Barnum & Bailey generates 10 billion PR impressions with VMLY&R

Ringling Bros. and Barnum & Bailey, a historic circus, faced the challenge of modernizing its brand to align with contemporary values and attract new audiences after reimagining its show without animal performers. The vendor VMLY&R was charged with designing a new brand story to engage diverse audiences while reinventing the circus's rich history.

VMLY&R created a new visual identity featuring a custom typeface, bold colors, and a suite of logomarks with a "wow point" to represent the spectacle of the human-powered show. The solution successfully launched with a special NBC News segment and a sizzle video, resulting in an incredible 10 billion PR impressions and over 1,100 news stories.

Ringling Bros. and Barnum & Bailey