Disney Consumer Products

Disney Princess Branding

When Disney Consumer Products realized that it was time to refresh the logo for their most popular, global licensed brand, Disney Princess, they worked with our design team to establish its new look.

The initiative to refresh its design began with an interest in changing the name hierarchy, which was dominated by “Disney” in the previous mark. A few months before being contacted by Disney Consumer Products, we had developed a range of new logo concepts for then master toy licensee, Mattel, which explored variations in hierarchy between “Disney” and “Princess” to bring much more emphasis to the latter. When we were approached by Disney, the hierarchy had been established in the form of the word mark you see here.

We were tasked with creating a distinctive, ownable shape that would encompass the new typography with regality. We incorporated the heart-shaped diamond and polished silver trim to pay homage to the previous logo design. We rendered the new logo with an undulating fill of bold pink tones, with hints of glitter visible beneath a polished, glass-like surface.

Disney Princess Branding Design - Panel 1

Mattel

Monster High
Freaky Fusion
Branding

Rusty Rivets Branding - Portfolio

Spin Master Ltd.

Rusty Rivets
Branding

Littlest Pet Shop Style Guide Design - Portfolio

Hasbro

Littlest Pet Shop
Style Guide

Hatchimals Style Guide - Portfolio

Spin Master Ltd.

Hatchimals
Style Guide

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Senior Director, Visual Branding, Toronto, Spin Master Ltd.

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President & Commissioner, World Armwrestling League

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Michael Provost
VP Global Licensing, Kent International

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Arline Wall
Former Global Brand Director, Toys "R" Us

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EVP Global Brand & Franchise Planning/Creative Services, Marvel Entertainment

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Sarah Baines
VP Franchise Marketing for Thunderbirds Are Go, ITV Studios

“We decided to work with the Design Force team on the consumer product style guide and packaging program for The Nut Job 2 because of the world-class work they do for the global brand leaders in the entertainment industry. And they far exceeded our expectations! They perfectly captured the essence and attitude of the film and provided us with a powerful tool for our licensee partners.”
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Assistant Manager, International Business, Redrover Co., Ltd.

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