This coming February Disney is introducing a new channel and programming block, called Disney Junior, that will replace SOAPnet and Playhouse Disney, respectively. Playhouse Disney currently airs through the main Disney Channel and is aimed at the preschool range of kids, typically 2 – 5. Disney Junior will keep airing through the Disney Channel and expand its audience to include 7-year-olds and new content. Playhouse Disney also operates as a full channel in more than twenty markets overseas. SOAPnet is a channel about soap operas so… um, yeah, it makes perfect sense for people that watch soap operas to be rewarded with a new kids channel. (I’m guessing they don’t give away cable channels like toothpicks at a restaurant so Disney is probably using its cable real estate to reshuffle). Anyway, Disney Junior will carry favorites like Handy Manny and Special Agent Oso. Announced back in May of 2010, Disney Junior presented its new identity in late October of 2010.
As you can see, the new logo can take on all kinds of personalities from characters of Disney Junior’s programming and it does it without being obvious or pandering to its audience. Kids (and parents) will recognize the spots of the dalmatians, the stylings of Handy Manny, and even subtler cues like Donald Duck’s bow tie. It doesn’t have to put the literal images right then and there. Even without the different costumes the logo is an effective, chunky, tightly letterspaced logo. If I have one complaint it would be whatever is happening between Disney’s “D” and Junior’s “J”, where the counterspace of the “D” blocks the “J.” I assume it created some visual clutter, but it just looks odd to this logo blogger. Nonetheless, a very nice and appropriate identity. A video of the animated logos above can be seen here.