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.

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When I first heard that Warner Bros. was changing its logo, I thought, "They're bringing the Saul Bass logo back?" Because it seems like nearly every other important filmmaker who made a movie for the studio in the past 10 years prefer using that logo over the recent one.
 

Ronald Epstein

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I don't really care, but if I had my choice, I would not have changed the logo.

I would not have either. The Warner logo is iconic. The one they had been using was the optimal one.

But, as always, everyone feels the need to re-invent themselves. An important part of history often goes with that.

Now we have to contend with evil Disney pulling the FOX name off its 20th Century and Searchlight logos. Now that's what I call a travesty!
 

Robert Crawford

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I would not have either. The Warner logo is iconic. The one they had been using was the optimal one.

But, as always, everyone feels the need to re-invent themselves. An important part of history often goes with that.

Now we have to contend with evil Disney pulling the FOX name off its 20th Century and Searchlight logos. Now that's what I call a travesty!
It might be a travesty, but I can understand why they did it.
 

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Though I must admit I have a certain amount of nostalgia for the '72 version having seen it often in my youth.
I think you have the same amount of nostalgia for that as I have for both the Sunburst/Abstract Torch and 80s Torch Lady of Columbia Pictures.
 
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Ronald Epstein

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Man, Warner needs some real leadership desperately. That new logo is something for an imprint, like an animated subdivision or an indie films unit, not for the whole company.

What makes me think there was a big "logo unveiling" ceremony at the studio and everyone there nervously clapped?
 

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I like the long badge that used to be on the old b/w Warner movies. I'd agree that the best one is the yellow & blue one, I suppose you could say it looks a bit old fashioned, but so does the new blue one, as it still has the Warner badge, at least the red & black one looked modern. As long as they leave the logo alone on their catalogue releases, I'm not bothered.
 
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Jake Lipson

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Hang on, when did Warner start using the new logo?

I saw Just Mercy last month, which is a Warner Bros. film, and it had the traditional one on there.
 

Sean Bryan

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I’m really not a fan of the trend to make logos and icons “flat and simple” as some misguided interpretation of “modern”. I hated when Apple decided to make their iPhone icons “flat”. Just couldn’t fathom why Apple thought this looked better than the “etched/3D” look they originally had. This WB decision kind of evokes the same response from me, “bleh”.
 
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