Disney Channel came to us with one of the most challenging and interesting briefs that we have ever tackled: To develop an identity that will look after young kids, older kids, (female) grown ups and all of them together (quite a challenge!). Within this brief, we found our inspiration and our objective: To provide a safe, joyful, delightfuland feel-good channel for each of the Disney target groups: like all Disney properties, it will be A PRODUCT THAT ALWAYS DELIVERS.

This guarantee is what makes Disney so successful. Kids know it always delivers, parents know it always delivers, any grown up knows it always delivers. That’s why people spend so much time with it: it’s guaranteed satisfaction. With the new Disney Channel: THERE WILL ALWAYS BE SOMETHING GOOD TO WATCH! GUARANTEED.

  The key to this brand is a fluid identity, so we started thinking about how our various target groups could express themselves on the channel, and we started with the most simple form of self expression: A SCRIBBLE. A DOODLE. A GESTURE. AN IDEA. THE START OF A JOURNEY: UNIQUE, INDIVIDUAL,PERSONAL.

This gesture became the element that defined the channel: binding it, the content, and the viewers together: THE MOST EXPRESSIVE, IMAGINATIVE ‘SCRIBBLE‘ IN THE WORLD: A SIGNATURE. AND A MARK OF QUALITY. GUARANTEED. In this way, each and every element on the channel is endorsed and signed almost by Walt Disney himself.

  There are many ways to sign on the Disney Channel other than with pen and ink: we signed the Disney Channel logo in fireflies, dance, sparks from toasted marshmallows, water fights, pillow fights and hair blowing in the wind in a convertible.The Disney Channel idents, bumpers an promo packaging combine the fluid identity with our mark of quality, the Disney Channel signature - all set within the world that our channel inhabits - the Disney ‘Universe’. This gave the channel a highly flexible, image based package, always signed off with a gesture: the Disney signature.