I love brand refreshes. They signal change, upset the status quo, but, more interestingly, kick off a torrent of commentary that is both fun to read and participate in with your own hot take. It’s akin to the “big game” for a sporting fan. Everyone has an opinion, and in the early days of the transition, it can be inscrutable to know who’s right. More importantly, redesigns offer a glimpse into a company’s strategic direction and aspirations.
This brings to mind the recent Disney Plus brand update and how it compares to Instagram’s well-known and initially controversial refresh a few years back. What can we learn by examining the two efforts and learn about their underlying strategies?
Instagram’s 2016 refresh, while initially met with apprehension and nostalgia for its simpler past, ultimately signaled a bold transformation for the platform. Despite the initial backlash, Instagram’s evolution proved successful, expanding its features, user base, and influence. While some mourned the loss of the platform’s innocent charm, Instagram’s strategic pivot demonstrated a commitment to growth and innovation. In this case, the refresh signified not just a new look, but a fundamental reimagining of the company and signaled to their users that Instagram was onto something big.
In comparison, Disney Plus’ recent brand update to incorporate Hulu under Tinkerbell’s flight path may appear underwhelming. And to be fair, the companies are not an apples-to-apples comparison. So what can we glean from this change? I believe the updated identity raises questions about the company’s ambitions and strategic vision.
Disney is the 200-lb gorilla in the TV room. To make any changes, one must assume some sort of strategic intent, Right? But does the noticeably minimal shift in the brand mark foreshadow we could be in for another head-spinning example of brand evolution a la HBO? (think: HBO -> HBOGo -> HBOMAX -> MAX). Can the Disney brand continue to be the umbrella for streaming services other than Disney created/owned properties? Only time will reveal the true implications of Disney’s strategy, but then again, as the saying goes, “Don’t bet against the Mouse.”
As we navigate the ever-changing digital media and entertainment landscape, brand refreshes give us clues about these companies’ strategic priorities. I believe that brand refreshes unveil more than just aesthetic changes. They provide a window into a company’s strategic mindset and next move on the chessboard in competitive markets. By analyzing these transformations of companies like Disney Plus and Instagram through a design lens, we can peer into the evolving strategies driving innovation and growth in the digital age. And have some fun armchair quarterbacking along the way.