Logo design is a tricky business. Developing a visual mark that represents a brand promise in a way that consumers will accurately perceive today and in the future is very challenging. As your business grows and your brand extends to new markets, new channels, and new products, it will have to “work” in all of those extensions.
This is a task that Disney performs very well as you can see in the recent launch of its new logo for the Disney Channel. The Disney Channel is available in countries around the world, so the new logo had to be consistent with the overall Disney brand and effectively communicate the Disney experience as well as work for a global audience.
Fortunately for the Walt Disney Company, it has an iconic logo to start with. Or is that unfortunately?
The truth is that tweaking an iconic logo for brand extensions is most often harder than tweaking an unknown or less-beloved symbol. The problem for Disney isn’t creating a great logo. It has Walt Disney’s handwritten signature to start from. That logo is the heart and soul of the brand promise because it represents Walt Disney’s original dream. For die-hard Disney fans, tweaking the logo is a betrayal against the Disney promise they believe in.
So how do you tweak and extend an iconic logo the Disney way?
Take a look at the old and new logos for the Disney Channel that are shown in the image at the beginning of this article. The heart and soul of the brand is still very evident in the new logo. In fact, the heart and soul of the brand promise is more evident in the new logo than it was in the old logo. Yes, Mickey Mouse’s ears have been shrunk down to the dot of an i, but they’re still there—alongside of Walt’s signature. Take a look at the commercial bumper below that started airing on the Disney Channel this month. The Mickey Mouse ears still play a prominent role in representing the brand in a way that consumers know, understand, and expect.
In a press release from Disney, Ron Pomerantz, vice president of marketing and creative for the Disney Channel, explained, “Our viewers have great affinity for two heritage elements that have long created a ‘story’ during our daily programming schedule — the four note music mnemonic and the beloved ‘wand ID’ in which our stars form our Disney Mouse ears with a wand. We are looking forward to introducing these elements in an exciting new package.”
Whether or not you’re a Disney fan, there is no doubt that you can learn a lot about building a brand through consistency in brand communications, visuals, and experiences. It’s that consistency that enables Disney to retain a positive brand image and reputation among its many extremely loyal customers around the world.
What do you think of the new Disney Channel logo? Share your thoughts in the comments below.
Latest posts by Susan Gunelius (see all)
- Coca-Cola Contour Bottle Turns 100 This Year - March 3, 2015
- World’s 50 Most Popular Brands - February 25, 2015
- Brands with the Most Loyal Customers in 2015 - February 18, 2015
- The World’s 50 Most Innovative Companies in 2015 - February 14, 2015
- UK Consumers Will Share Private Data with Brands Under Certain Conditions - February 4, 2015