All in the details

The project all comes down to the tiniest of tweaks, all involving extensive conversations.

Even elements that were also part of the original branding, including the click when the light meets the plus symbol, have their own adjustments to bring them into the new era of Disney+. For instance, though the click sound remains because the company felt it had emotional resonance with viewers, there’s a new “aurora borealis magic” when it lands, according to George.

There were no focus groups involved in the final product, with the company keeping decisions internal: “In some way, we did go on feel and what we wanted to feel,” George said.

In addition to that feeling, the company set out to do something uniquely Disney. “If we were another company, could we do this? Then it’s not good enough,” George said.

The mission wasn’t about confidence but more about reverence for the brand and its history.

“I think that all of the things in this logo feel ultimately like little things that only we could do,” George said. “That feels like a true representation of the promise of Disney.”