Bursting onto the screen with a “swoosh” amid an array of stars, the logo for Stitch Live is a surprising departure from the sail of ‘Pirates of the Caribbean‘, the plaque of ‘Phantom Manor‘ or the storybook of ‘Le Pays des Contes de Fées‘. It animates with the blue trail spiralling onto the screen, uses the modern (and widely available) Cooper Black font for the word ‘Live’ and shines with a white glow moving left-to-right across the word ‘Stitch’.
Whilst the logo used for the ‘Stitch Encounter’ original at Hong Kong Disneyland is thoroughly “Tomorrowland” and even the logo seen on the first Paris concept art was more along the lines of Buzz Lightyear Laser Blast, the inspiration for this final logo is clearly taken straight from the title cards of television talk shows and light entertainment programmes.
It’s cheap, it’s slightly cheesy — it’s everything we wouldn’t want an attraction logo to be, under normal circumstances.
But this is Stitch Live, where the “living character” concept has finally found a more natural environment in the guise of a faux chat show. Pre-opening texts from Disneyland Resort Paris already show that Walt Disney Imagineering are keeping the television studio theme of the previous walk-through attraction — even expanding it, since now guests will get to take part and interview Stitch, rather than gazing from a distance into the real, tedious world of television.
The logo comes from a trailer posted in the portfolio of post-production company nightshift, which has been comissioned to create advertisements and footage to promote the extended 15th Anniversary. The trailer also features Stitch running through Front Lot, with some brief footage from inside the Hong Kong attraction following.
Whilst the attraction was previously hardly mentioned by the resort, it has recently taken a much more prominent placement in advertising, promoted as a “New Experience” and even a “world-first”. Not quite, but “European-first” is still impressive.