Disney Channel to Debut New Logo

2:03 PM PST 05/22/2014 by Philiana Ng

The updated look will launch across all platforms worldwide Friday.

Disney Channel is rolling out a new logo.

While not completely rebranding, the cable network is doing away with the box and minimizing the Mickey Mouse ears, which were prominently featured in the network's old logo. The new Disney Channel logo will launch Friday in the U.S. and on 42 other international networks.

The new logo, featuring a blue-and-white palette, will be displayed on all network-related uses, including interstitials and ID spots. The "contemporary new look," which continues to combine founder Walt Disney's signature and the identifiable shape of Mickey Mouse, is said to spotlight the Disney Channel viewers worldwide.

"The new branding was an international collaboration between Disney Channel global and European teams and is crafted so our teams everywhere can customize it to create local stories in familiar settings, featuring culturally identifiable storytelling," said Richard Loomis, senior vp and chief marketing officer at Disney Channels Worldwide.

"Our viewers have great affinity for two heritage elements that have long created a 'story' during our daily programming schedule -- the four-note music mnemonic and the beloved 'wand ID' in which our stars form our Disney Mouse ears with a wand," added Ron Pomerantz, vp marketing and creative at Disney Channel. "We are looking forward to introducing these elements in an exciting new package."

Email: Philiana.Ng@THR.com
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