To commemorate a dramatic renovation of Universal Studios Hollywood, creative agency Struck of Salt Lake City UT was tasked to update the logo for the movie studio and theme park. Knowing that they wanted to utilize an updated Universal globe and eliminate the unnecessary “ring” around the previous version of the globe, the designers explored two principal directions: an evolution of the previous type story, and a complete overhaul of the same.
For the evolutionary approach, Struck 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. A cleaner face, it still retains some of the legacy of the previous mark. For the more drastic overhaul, they 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.