According to a survey published this week by portfolio website Visual Objects, the new Warner Bros. logo is “not a winner” with 89% of respondents saying they prefer the old to the new. The studio launched the redesigned logo in November, replacing the iconic 3D gold-and-blue shield design with a flat blue-and-white shield design, representing the company’s first major logo reworking since 1984. The shield design itself first appeared in 1920s.
“By trading the dominant gold color for just a bland blue-and-white logo, Warner Bros. forfeits its heritage and the legacy of its past,” said film historian Mitch Goldstone.
It turns out that people do feel nostalgia for the former Warner Bros. logo, even though the new look is supposedly in line with current logo design trends. It seems that one of the objections in the research reveals that the new logo is too similar to others, and even reminiscent of the Facebook brand.
Among the respondents in the survey, writer Melanie Davis said, “Flat, one-dimensional designs seem to be considered more modern than their three-dimensional counterparts. [The new Warner Bros. logo] is boring and blends in with the sea of other flat logos now. The gold-and-blue shield caught your eye.”
The iconic WB shield design is synonymous with such films as Wizard of Oz and Casablanca, as well as Looney Tunes cartoons and the Harry Potter franchise, with one respondent suggesting that he would prefer the restoration of the old logo after the fond association with “watching Warner Bros. cartoons all my childhood.”
Visual Objects surveyed 1,001 consumers across the U.S. and you can read the full report here. Let us know your thoughts below.