The new name of the WarnerMedia-Discovery combined company was introduced Tuesday as “Warner Bros. Discovery” along with an “initial wordmark.”
David Zaslav, Discovery chief, introduced the new name and the logo as he held a town hall with WarnerMedia employees from Burbank, California.
“Warner Bros Discovery will aspire to be the most innovative, exciting and fun place to tell stories in the world – that is what the company will be about,” Zaslav said in a statement.
The new logo is a combination of a gold 3D art along with the tagline, “The stuff that dreams are made of.” The kind of gold art seen in the logo can easily be created using Microsoft’s WordArt.
Experts and designers are of the opinion that the new logo of Warner Bros. Discovery is far off the mark, especially for a company which seeks to be the future of film, television and streaming. According to Discovery, however, the logo is only an “initial wordmark” which was created for the announcement of the company name to the employees.
The social media slammed the new logo with some even comparing it with the designs made using “free clipart CD with windows 95.”
The famous line “The stuff that dreams are made of,” delivered by Humphrey Bogart in the film The Maltese Falcon, has been included in the logo. According to Discovery, the tagline is “an additional homage to the rich legacy of Warner Bros. and the focus of what the proposed company will be about.”
John Oliver, British-American comedian, actor and television host, mocked the new visual identity and the slogan in his show Last Week Tonight along with addressing his new corporate parent as “Business Daddy.”
“Hi there, new Business Daddy,” he said. “Just checking in says I absolutely love the corporate logo you dropped. It looks like the opening title of the Simpsons if the fonts were not found.”
“‘The stuff that dreams are made of’ is a quote from The Maltese Falcon about how the thing that seemed like a process treasure was actually worthless garbage that brought chaos and despair to everyone around it. Anyway good luck with the merger, I’m sure everything’s gonna go great,” he added.
While all the humiliation surrounding the new logo might not do permanent damage to Warner Bros. Discovery’s image, they would have done well to create an official new visual identity by 2022 – the year when the two media giant’s merger will be complete.