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Warner Bros got a new logo and corporate identity

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Warner Bros logo

Pentagram updated the logo and developed a new corporate identity for Warner Bros. one of the world’s leading entertainment companies.

New logo, strategy and family font for Warner Bros

The Warner Brothers is a giant in the production of films and television series in the United States. Warner Media’s head office is currently located in California.

As part of an ongoing partnership with Warner Bros. and its other divisions, Emily Oberman of Pentagram has developed a modern visual identity (in a simple way – corporate identity) and brand strategy for the entertainment giant, writes Creative Review.

Originally founded in 1923 by brothers Harry, Albert, Sam and Jack Warner, the studio has produced films such as Casablanca, Rebel Without a Cause, A Clockwork Orange, Blade Runner, The Matrix, The Dark Knight for years ”,“ Wonder Woman ”,“ Dunkirk ”and many others; Bugs Bunny and Looney Tunes cartoons; television series “The West Wing”, “Friends”.

Ahead of the brand’s centenary in 2023, Pentagram’s Emily Oberman was tasked with creating a new brand and updating the distinctive and recognizable “WB” shield.

Working with the Warner Bros team, Oberman and the developers visited the company’s headquarters in Burbank California and learned about the history of the renowned studio.

Developing a strategy for the entertainment giant: “We believe in the power of history”

The result is a new brand strategy that highlights the longstanding reputation of Warner Bros. in the field of storytelling and reflecting the new positioning: “We believe in the power of history.” In the original, the new positioning is: ‘We believe in the power of story’. The word “Story” can be translated as “story” or “fairy tale”.

The idea was born from a well-done “homework assignment”. As part of the process, the Pentagram team conducted in-depth research, interviews and discussions with staff and stakeholders around the world. As a result of well-done “homework”, the Pentagrams team found an idea that brought together the creative potential of Warner Bros. Filmmakers, writers, producers, showrunners, actors, and producers all share a passion for telling great stories.

A new challenge and logo redesign: from small smartphone screens to giant media

Although the history of the creation of the shield, as a symbol of Warner Bros, begins with the origins of the company, over the past decades it has been repeatedly updated, replaced and resurrected.

The most recent redesign was introduced in 1993. The appearance of the shield had a ribbon and volume in a monogram. Which created problems when the logo was reduced in a digital environment.

Studio Pentagram has optimized the logo to work across a variety of platforms and scales. From the small spaces of the digital world to giant installations like the iconic water tower at Warner Bros. Studios. The central corporate identity emblem appears in the new Warner Bros. Blue. The lettering was added in a slightly darker shade to create additional contrast.

New browsing habits are changing the branding of streaming services

With the rise of streaming services like Netflix, the world has changed significantly. With the advent of new content viewing habits, a more challenging time has come for traditional entertainment companies. New branding for Warner Bros. Is by far the best version of the previous one, which, frankly, has started to look dated. Warner Bros. I saw the trends towards changing the modern world of entertainment in time and updated the logo with the corporate identity.

Afterword: the shield as a symbol of love and protection

The shield theme is one of the most popular when creating a logo and corporate identity. The shield is positive and strong emotions, it symbolizes protection, traditions, reliability. Unfortunately, in the field of logos, the image of the shield is used only by security companies.

In the corporate identity for the educational project “Birth”, we combined a heart and a shield in one image. The heart shape is not only a shape that unites three people: mom, dad and child, but is a symbol that protects the family.

In terms of communication design, we found an image that visualizes love as protection. For a designer, the most important thing is to find an interesting symbol that will reflect the strategy well. Logo example educational school “Birth” represents the shield as a symbol, subconsciously broadcasting protection and love.

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