RING IS OUT
(Est. 1964) “Universal Studios Hollywood is a film studio and theme park in the Universal City community of the San Fernando Valley region of the city of Los Angeles, California, United States. It is one of the oldest and most famous Hollywood film studios still in use. Its official marketing headline is “The Entertainment Capital of LA”. It was initially created to offer tours of the real Universal Studios sets and is the first of many full-fledged Universal Studios Theme Parks located across the world. Woody Woodpecker is the mascot for Universal Studios Hollywood.” (Wikipedia)
Knowing we wanted to utilize the updated Universal globe, and eliminate the unnecessary “ring” around the previous version of the globe, we explored two principal directions: an evolution of the previous type story, and a complete overhaul of the same. For the evolution, we researched historical typefaces and modern throwbacks before ultimately landing on a custom typeface that lands somewhere between the golden age of Hollywood and the art deco period. While cleaner and more legible, it still retains some of the legacy of the previous mark.
In a way, both old and new logos are acceptable as representations of the theme park and the old one could have stayed the same for plenty more decades and no one would have complained. But, undoubtedly, the new logo is better with a more contemporary feel and less heavy-handed 1950s Hollywood-Golden-Age aesthetic (with a hint of Planet Hollywood) that the old logo was rocking. The new globe comes from a 2012 update to the Universal Studios logo that has a more realistic rendering and the new typography also follows suit with that update. Overall, it’s an evolution that makes sense and sticks with the aesthetics of the studio.
This article originally appeared in Brand New