Universal Parks – Brand Identity Refinement
Universal Parks & Resorts has been a global sensation in the world of themed entertainment for decades. However, the future of entertainment is unfolding before us, extending far beyond the boundaries of traditional gated park venues. This exciting future encompasses everything from temporary pop-ups to immersive virtual entertainment spaces. With this vision in mind, Universal recognized the need for a transformation – a shift from "Parks & Resorts" to "Destinations & Experiences." This change positions Universal perfectly to conquer new markets and harness cutting-edge technologies, ultimately expanding their global and experiential reach.
A revamped logo identity was essential to unify all its divisions and properties. This strategic move also aligns seamlessly with the branding efforts of Universal Pictures, which I had the privilege of designing. As a result, I crafted a more cohesive identity system for all our global logos worldwide.
Finally, Universal embarked on a bold mission to evaluate all existing individual park logo identities to create a stronger sense of cohesion among each design, while also integrating "Universal" with greater consistency. The future is bright at Universal, and they're ready to embrace it with open arms!
Scope:
Logo design / Brand divisions identity / Brand strategy / Logo system platform / Branded font design / Global brand guidelines / Park logo design / Copywriting / Marketing design
Universal Branded Typeface
I designed a sleek corporate branded typeface, Nebula, available in three weights and featuring all European glyphs. This addition further elevates Universal's brand and ensures consistency across the board.
Redesign of Universal Park Logos
Universal embarked on a bold mission to evaluate all existing individual park logo identities to create a stronger sense of cohesion among each design, while also integrating "Universal" with greater consistency. The future is bright at Universal, and they're ready to embrace it with open arms!
Global Brand Book
Also developed was a comprehensive Global Brand Guidelines document, as well as an at-a-glance quick reference logo guidelines, and third party marketing guidelines that further strengthen and unified the Universal Parks brand. In full, these guidelines are a comprehensive source to ensure consistent usage throughout the company and across all media.
Marketing Design Solution: Circu-template
The Circu-template groups the important brand visual imagery and logo for placement in third-party marketing communications. This streamlines the process of integrating UDX, OUR and USH brands into third-party marketing production workflow. Uncropped use of these preconfigured solutions can reduce the risk of cropping and logo placement feedback from UDX and expedite the process with licensed Partners.
