Pixar’s Storytelling Brands
Pixar is a multi-billion dollar company because it knows how to tell a story. Great storytellers know that there needs to be a strong story at the core and the support of all the technical aesthetic mastery and wizardry in the making of a film. When there is a lack of story — of an idea — there’s nothing but average design because there’s a lack of a point of interest and nothing for the audience to grab onto. So let’s learn from the stories told through Pixar’s iconic films. We’re looking at branding at its best!
Toy Story (1995)
Fun and playful is a great way to start! The bright red, yellow, and blue grabs our attention immediately and its primary color palette tells us who its target audience is. The type size, the chunkiness of it, as well as the playful way it’s laid out, make this cute in the right way and screams, “Toy”. It’s also nice to see a logo with depth by using the simple overlay of the words, which also hints at the 3D animation.

A Bug’s Life (1998)
A nice, flat logo from Pixar. The bugs hiding in the letters are cute and the little one between Disney & Pixar is a great touch. The all-lowercase typeface is playful and has an exaggeration to it that suggests that we’re going to be shown little things in a really big vantage point. I also like the warmth of the yellow in the logo, like a ray of sunshine that gently touches down on the bug-covered leaf. All the details adds up to a little reflection of the film — it has its footing in it.

Monsters, Inc. (2001)
This logo is perfect for a major corporation with its blue, bold and capital letters. The blue hints at one of the major characters of this film and the eye hiding in the M turns this logo into something quirky — another character reflection. It hints at the story without being obvious.

Finding Nemo (2003)
This is the first logo in which they go from good to great. The word “Nemo” is pushed along by the wave at the baseline, sliding over and sinking the text, rather than bouncing it. The small-fish-in-a-big-ocean O works as a reflection of the story. I also love that the name of our little fish is the strongest thing, serving as another reflection of the big personality and heart of the title character.

The Incredibles (2004)
This one just screams comic book. The I is like the S of Superman and the X of X-Men badges. It’s simple, memorable and looks fantastic on the chest of a hero. The story of this film is all over this logo. The title itself looks larger-than-life and the juxtaposition of the type looks decades-old but whispers futuristic.

Cars (2006)
Here it is, 3D-embossed text. It looks like a realistic chrome-covered car ornament! Pixar was able to create a nice looking logo without using normally tacky methods. It’s new, clean, and suave like the main character of the film. Plus, you have to love the retro typeface!

Ratatouille (2007)
I love watching Ratatouille because everything about it is so French. One of my favorite cities is Paris and this movie was based in that very city! On first viewing of the logo, it reminds me of the street signs nailed to the corners of the buildings in Paris. The type and color palette has an appropriate freshness to it and I love the attention to detail with the imperfect screws. Nothing about this logo is symmetrical or perfect but it’s ridiculously charming! The nose of the rat sneaks in above the I, trying to find a place where it isn’t welcome — much like a rat in a kitchen.

Wall•E (2008)
This logo is looks heartless and cold, much like the soulless machine that was made for one drab, ugly, boring task its entire life. The sharp edges, lack of charm, and strong-footed logo is a reminder of what Wall•E was created for. But after watching the film makes the shapes of the logo easier to love because it’s about the little robot that could.

Up (2009)
Perfect. It’s written in the sky. Not on it or over it or under it, but in it. These two simple letters are part of the fabric of the heavens. It’s soft edges give a lightness that feels as if it should be floating off the beautiful posters it appears on. It’s strong and heavy but is floating away, gently, as the wind pushes it to a far-flung destination. I don’t think it needs to be said that this is a great reflection of story.

To read more about “Stories Their Brands Tell”, check out Alex Charchar’s blog, Retinart.
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