Disney’s streaming service, Disney+, has been the subject of numerous changes since its highly anticipated launch back in 2019. Initially marketed as an all-encompassing platform for nearly every Disney production, it offered gems from the Marvel Cinematic Universe and Star Wars saga, setting a competitive monthly price of just $6.99. Despite its compelling offerings, Disney+ has yet to surpass Netflix, leading Disney to continue updating and refining the platform in response to market realities and user feedback.
Disney recently unveiled a notable rebrand, coinciding with the merger of Hulu into Disney+. The changes include a new logo color scheme, which has shifted from dark blue to a pale green dubbed “Aurora,” a nod to the beloved Princess from “Sleeping Beauty.” Alongside this change, the familiar arc shooting across the Disney+ logo has been replaced with a more subtle light movement that aims to evoke a sense of continuous existence, according to Jackson George, Senior Vice President of Creative Advertising at Disney Entertainment.
George explains that this decision was driven by a desire to create a seamless brand identity. “We didn’t want the arc to feel like an afterthought or a whimsical flourish. We wanted it to feel like our brand identity. You’ll notice now the lock-up [between the arc and the plus] is always there. It does not draw on. It has a more always-existing quality to it.”
These branding updates are part of Disney’s broader strategy to create synergy across its streaming services, which now include Hulu and ESPN+, resulting in an interwoven logo aesthetic. This strategic shift aims to better reflect Disney’s vision for the future of its streaming services.
George further elaborated on the color change, stating, “The night sky was always a part of what we did and what we thought about. And when you look at the Disney logo at night, it’s got that aurora borealis color. It felt like a slightly different time of night.” This thoughtful consideration shows Disney’s commitment to even the smallest branding details, which they believe will resonate with viewers and create a more immersive experience.
As Disney+ continues to adapt and evolve, one thing is certain: The company is keenly focused on creating a streaming service that not only reflects its storied past but also its innovative future. What do you think about these changes to Disney+? Do they enhance your viewing experience? Share your thoughts in the comments below, and don’t forget to spread the magic by sharing this story with fellow Disney fans!
