Inside the color
Though the company was up for radical ideas, that didn’t mean it was suddenly going to use neons and pinks. Instead, George said it was a “winding path” to the final color of Aurora.
“Reds, yellows, none of those things were really [considered]. It was just finding our way here,” George said. “We wound through greener blues, bluer blues, midnight blues—I would say about as much range as you can see in the night sky is what we thought about and considered.”
Regardless of theories about the color balance and the science behind arriving at the final hue, the final decision came down to a feeling, according to George. “The experience of seeing a color can evoke all kinds of emotions. What I would say is I think everyone here is aligned with what we were doing.”
The directive was to introduce Hulu’s more general entertainment to Disney+. It was an evolution of the platform. The refreshed logo needed to change viewer perception, keep Disney’s brand equity and showcase how the new experience brought “more.”
“It went around the block several times. Each time we got closer—notes, ideas and thoughts would move in degrees either way—but there’s something inevitable or undeniable about where we ended up.”
Plus, it didn’t hurt that the new logo isn’t a straight blue anymore like Max or Paramount+.
“I can’t say we didn’t notice,” George said. “But I think that the greater idea was always more about distinguishing ourselves for ourselves rather than distinguishing ourselves in reference to others.”
It’s also not a coincidence that the color shares its name with Sleeping Beauty’s Princess Aurora. After all, the 1959 animated feature helped turn Disney into what it is today, with George calling Sleeping Beauty a “watershed moment” for the company.
“It’s one of our most iconic characters. [Aurora] means sunrise in Greek, and it references the most magical thing that happens in the night sky,” George said. “It’s a wonderful place where things come together, which is a great little metaphor for Disney+ itself.”
Inside the arc
Part of the newfound sophistication comes down to the arc.