Disney Channel launches new corporate identity

Developed by Razorfish for Disney Channels worldwide, the new logo, which will bring the channel closer to the hearts and minds of children and their families, is a contemporary combination of two classic Disney icons - the
distinct signature of company founder Walt Disney and the identifiable three-circle shape evocative of Mickey Mouse. The result is a bold and dynamic stroke design, featured at the lower-left television screen tuned to Disney Channel.

"All Disney Channels across the world have integrated this unified logo making it easier for viewers to recognize the broadcast arm of the Walt Disney Company," said Scott Hicks, vice president and managing director of Disney Channel - Middle East. "We are very excited by this updated look, which unites top strategic thinking with creative innovation."

"Our new global identity brings our brand positioning to life both visually and emotionally thereby connecting the real world of kids and families to the magical world of Disney," added Hicks.

In line with the new on-air graphics, the off-air graphics also received an overhaul reflecting the new look of the channel and representing a new modern image that fits with today's new generations.

More than 20 new logos, derived from the new logo, have been produced to support off-air activities. They include extremely colorful yet
kid-friendly logos featuring designs such as the Fizz, Planets, Globe, Instant Message, Butterfly, Soccer, Video Games, and Popcorn among many others. The logos are divided among the three programming zones, Playhouse Disney, Kids and Family.

"Each of the logos has a distinctive look and characteristics," commented Hicks. "For example the soccer logo would be a compilation of the dynamic stroke design while incorporating a soccer ball and a green soccer field giving the logo a true three dimensional design feel and look."

The new logos voice the channel's kick-start into the new millennium with a message of friendship to the family viewing audience of the 21st century.