Universal Studios Entertainment, Brand Positioning and Brand Identity System
To better position MCA more clearly to the public as well as investors, a comprehensive brand identity and communications strategy was developed, with a focus on creating an umbrella image for this iconic brand. Recommendations included changing the corporate name to Universal Studios Entertainment and leveraging over 75 years of entertainment history. Our solution combines the rich heritage of Universal Pictures and the golden era of Hollywood to create a vibrant and timeless reection of the company that resonates with consumers.
Key to the success of the new identity is the brand architecture system that utilizes both visual design and nomenclature to link over 230 corporate subsidiaries together while maintaining their own unique and recognizable image. e diversity of companies from lm studios, theme parks and recording companies to retail stores and publishing companies required an extremely exible system. Application of the new identity system across a broad range of consumer touchpoints help to build the brand and support the revitalized positioning.