The redesigned logo of Warner Bros., an award-winning studio, didn’t appeal to most people. Only 11% of the 1,001 respondents in the U.S. preferred the new blue-and-white shield, according to our survey. While the previous logo was three-dimensional and gold-and-blue, it evoked nostalgia for many. The new logo is optimized to stream on a smaller screen, unlike the large-screen features of the old logo.
Warner Bros. is an iconic entertainment company that has produced films and TV programs for most of the 20th century. The 2019 film, “Joker”, was nominated in the 11 Academy Awards 2020 — it received the most nominations.
In 2023, the company will mark its 100th anniversary. Warner Bros. has changed its iconic shield logo 12 times in company history. This is the first significant change since 1984.
However, most people aren’t as excited about the redesign as they are about “Joker,” “Dune,” or Warner Bros.’ other box office hits.
We asked 1,001 Americans whether they prefer the new Warner Bros. logo or its old version. Only 11% prefer the updated Warner Bros. shield.
We found that…
89 percent of people prefer the original Warner Bros. logo over the new 2019 design.
The Old Warner Bros. is preferred by most people. Logo Redesign for 2019
Warner Bros.’s latest update to its shield logo was a failure — most like the previous logo.
Around 89% prefer the old logo. It is well-known for its three-dimensional design and use of gold.
Warner Bros.’ new logo retains its iconic shield imagery but simplifies it into a 2-dimensional shape.
The new Warner Bros. logo is blue-and-white with a narrower shield, custom lettering, and a narrower shield. The banner that said “Warner Bros. Pictures” was also removed. This banner was a key feature of the old logo.
The new logo was only one part of a complete rebranding for Warner Bros. by the graphic designer company Pentagram. They also recently redesigned Yahoo’s logo.
Pentagram designed a “comprehensive identification system” for Pentagram, featuring different versions of the blue-and-white shield design.
The “flat design” differentiates the new shield from the three-dimensional shield. Flat design, according to the Interaction Design Foundation, is a style that uses bright colors and shapes in two-dimensional spaces.
The rebrand included a three-dimensional version, which was placed on the Warner Bros. studio Water Tower. However, most branded merchandise uses the two-dimensional logo.
The iconic shield shape remains in the new design. This creates continuity for Warner Bros. Pentagram. However, the shield’s dimensions were slightly modified to conform with the “Golden Ratio”, which would make it more visually appealing.
The Golden Ratio is a mathematical ratio found in nature that is used in design to create beauty and proportion.
Pentagram adjusted the proportions for the Warner Bros. shield slightly to make it more pleasing visually.
The new logo was also designed with a custom font, updated mission statements, and a brand-new logo. This creates a completely new identity for an almost 100-year-old brand.
Unfortunately, Warner Bros. did not get the same enthusiasm from consumers about its rebrand despite its thorough and thoughtful redesign.
The Old Warner Bros. The Old Warner Bros. Logo evokes nostalgia in consumers
Warner Bros. has used the same logo since the 1980s. This means that a whole generation knows Warner Bros. by its gold-and-blue shield.
The old logo’s three-dimensional, “skeuomorphic” design is synonymous with modern classics like Looney Tunes, Harry Potter, Wonder Woman, and Christopher Nolan’s “Batman” trilogy.
Skeuomorphic designs are digital objects that add dimension to make them stand out on large screens.
Before flat, minimalist designs became more common for increasingly digital experiences in 2012, web designers were fondly fond of three-dimensional, skeuomorphic design.
“Flat, one-dimensional designs seem to have been considered more modern than their three-dimensional counterparts,” stated Melanie Davis, a writer for Hotels4Teams.
Recently, redesigned logos of retailers Lord & Taylor, Sears, and Sears. These logos have flat designs that are similar to the Warner Bros. logo. However, not every flat logo redesign fails. In Lord & Taylor’s instance, the consumers preferred the updated logo.
People also don’t like the updated logo’s color scheme. They feel it is too similar to Facebook.
Luka Arezina (editor-in-chief, DataProt) said that “Warner Bros. has] chosen the overused white-and-blue color palette, which reminded me of Facebook.” “If you are watching a Warners Bros. movie, the last thing that you want to be reminded about is social media.”
Others are disappointed by the company’s decision not to use the iconic gold branding.
“Colors are important, and there is no more royal color than gold,” stated Mitch Goldstone (film historian and CEO of ScanMyPhotos). Warner Bros. has lost its legacy and its heritage by changing its dominant gold color to a bland, blue-and-white logo.
Many consumers feel nostalgic about the old Warner Bros. logo. This logo is the only Warner Bros. logo that 20% of respondents who took part in our survey, were born after 1984.
“On a personal basis, I don’t like the change, because I have fond memories of watching Warner Bros. cartoons throughout my childhood,” stated William Taylor, career development manager at VelvetJobs.
Taylor believes that the brand’s redesign is in line with technological advances, as more people are using their smartphones to access entertainment.
Taylor stated, “From a professional standpoint, I do recognize that their old logo is highly detailed and difficult to use at small scales and in digital contexts.”
People are increasingly watching television shows and movies on smaller devices like smartphones and tablets. It will be easier for users to use the new Warner Bros. logo across all platforms.
Consumers who were accustomed to the old Warner Bros. logo as a symbol of brand dominance and memories will be disappointed by the new Warner Bros. logo.
People Expect the Iconic Shield from Warner Bros. Logo
Warner Bros. has redesigned its blue-and-white logo 12 times since 1923, but it retains the iconic shield design.
The updated logo retains the shield image and preserves the brand’s consistency over the past century.
From 1923, the first Warner Bros. logo featured the studio building enclosed by the familiar shield shape.
Since 1923, the shield has been part of almost every Warner Bros. logo. The exception to the 10th logo was from 1972 to 1984.
Every Warner Bros. logo is customizable to fit specific films and shows.
For example, the “Harry Potter” movie franchise saw many variations of the pre-2019 Warner Bros. logo throughout its eight films.
The shield was retained in the first two films. However, subsequent directors changed the logo color to suit the story.
The three-dimensional shield shape retained its metallic appearance throughout the films, but it evolved from the original gold to silver and finally rusted metal for this final installment.
Pentagram designed the Warner Bros logo keeping in mind the same flexibility while encouraging directors to alter the logo to fit their work.
Although the new logo’s sleek lines will make customized versions of it appear sharper on smaller screens than the original, it may take some time for people to embrace the design.
People are reluctant to embrace the Redesigned Warner Bros. Logo
Warner Bros. changed its logo in 2019, but not all consumers like it. Our survey revealed that only 11% of respondents prefer the new logo.
For those who grew up in Warner Bros. Entertainment, the old logo invoked a feeling of nostalgia. Others were critical of the logo’s simplicity and lackluster colors.
This is the latest logo in a long line designed for entertainment companies. The new logo can be customized by directors and creators just like the other logos.
The updated branding will coincide ultimately with the company’s centennial celebration. People will need to get used to the new designs appearing on future Warner Bros. projects.
