# Disney+ new logo (2024)

> Disney+ launched a new logo in Mar 2024. Mar 2024 Aurora refresh (loyalkaspar): blue Disney+ -> teal/aurora refined logo.

## Key facts

- Brand: Disney+
- Launched: Mar 2024
- What changed: Mar 2024 Aurora refresh (loyalkaspar): blue Disney+ -> teal/aurora refined logo.
- Why: Disney+ refreshed its brand to welcome Hulu into the app, blending Hulu's green into the Disney+ blue for what it called a premium, elevated feel.
- Industry: Streaming
- Logos: https://rebrandlog.com/logos/disney-plus-2024/before.svg (before), https://rebrandlog.com/logos/disney-plus-2024/after-official.png (after)

## The rebrand, explained

In March 2024 Disney folded Hulu content into the Disney+ app in the US, a launch Disney's technology chief Aaron LaBerge called the most extensive technical advance since Disney+ began. Users noticed something first: on TVs, tablets and phones the app icon had turned from Disney blue to a glowing green.

Disney+ then confirmed a refreshed brand with a refined logo, new palette and orchestral mnemonic. The new colour, Aurora, blends Hulu's signature green into the legacy Disney+ blue, which the company said created a premium, elevated feel to welcome Hulu. The Verge reported the name nods both to the aurora borealis and to the Sleeping Beauty princess. Adweek described the palette as teal and seafoam and the change as shaking off the blues. The sound logo is by Oscar-winning composer Ludwig Göransson, of Oppenheimer and The Mandalorian; The Verge heard hints of 'When You Wish Upon a Star' and the Hulu crescendo, and found the dark-to-light opening almost ominous before it resolves into the glowing logo. A 360-degree marketing campaign followed.

Reaction was mixed. Some saw a needless simplification of a familiar design, some liked that it did not look like every other streaming service, and some wondered whether their TV settings had gone wrong. The Verge noted the app itself still used its old dark blue and grey, and that Aurora was going worldwide even where Hulu was not part of the offer.

The Verge's verdict was that the colour change was a blow to nostalgic fans but probably smart branding, because TV home screens are a sea of blue and black logos.

Wired called it a new look that was no look at all. The aurora colour, a blue-green blend arriving with the launch of Hulu inside Disney+ for US bundle subscribers, drew comments online calling it bland and lifeless. The columnist's broader point was that colour had worked as a shortcut in the app drawer, with Netflix red and Hulu green signalling what kind of service you were opening, and that consolidation was muddying those cues. Behind the change sat Disney's push for one master media library, which meant re-encoding Hulu's video and rebuilding metadata, and an $8.6 billion purchase of Comcast's Hulu stake that needed to pay off.

That is right. Aurora is a strategic colour, not a sentimental one, and it is distinctive in a grid of tiles. But naming a merger colour after a princess is a stretch, and outside the US it encodes a partnership that does not exist.

In short: Disney blue meets Hulu green.

## Sources

- https://press.disneyplus.com/about/disney-plus-logo-2024
- https://thewaltdisneycompany.com/news/hulu-on-disney-launch-streaming/
- https://www.theverge.com/2024/3/27/24112994/disney-plus-logo-green-aurora-streaming-app
- https://www.adweek.com/convergent-tv/disney-app-with-hulu-blue-teal/

## Cite this

Rebrand Log, "Disney+ new logo (2024)", https://rebrandlog.com/rebrand/disney-plus-2024/, last updated 2026-10-20.