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

Disney Princess Branding Design - Panel 2