This year, Universal completes a drastic renovation of Universal Studios Hollywood. To commemorate the event, we were tasked with helping update the logo of this iconic theme park.
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.
For the overhaul, we submitted typography that pairs nicely with the corporate brand, and is in line with the updated Universal Orlando Resort logo.
While both solutions were well received, ultimately the decision was made to go the latter route: rather than a series of unique marks, there is now a family of visually similar marks for all assets in the Universal parks portfolio.
Daniel Clark & Associates rendered the final art: adding shadows and dimension and brining it all to Technicolor® life.
“As an iconic symbol of our theme park, the introduction of a refined logo further represents our approach to our ever-evolving destination.” - Larry Kurzweil, President of Universal Studios Hollywood