Big brands rarely let anyone cut up their logo. That's what makes this one work. For a Canadian out-of-home campaign by agency Courage, the Disney and Hulu wordmarks are sliced and recombined to read ‘Hu Dis?’, like a text message asking who's there.
The message
The point is simple: Hulu shows are now available inside Disney+. The billboards pair the split logos with images from shows such as The Kardashians and Scrubs, including an extreme close-up of Kim Kardashian's eyes.
Why it works
- You get it in about two seconds, which is all a billboard has.
- It uses two logos people already know, so no new asset has to be learned.
- It sounds like how people actually type.
The lesson for brand designers
Guidelines usually forbid cutting a logo. A good brand system knows when to break that rule on purpose, and makes sure the result still reads as the brand.
Sources
This story is our summary of reporting by Creative Bloq. Read the original for full detail.
