Disney Plus Unveils New 'Aurora' Logo in Major Rebranding Effort

The streaming service's iconic blue is replaced with a teal-green hue as part of its integration with Hulu, sparking mixed reactions.

Disney unveils a new logo for Disney Plus, shifting from its iconic dark blue to a teal-green hue named 'Aurora', in tribute to the aurora borealis and Sleeping Beauty.
The color change, part of Disney Plus incorporating Hulu, aims to stand out in a crowded streaming market and signifies a major rebranding and infrastructure overhaul.
Critics and fans have mixed reactions, with some calling the new logo 'lifeless' and 'bland', while others appreciate the distinctiveness from other streaming services.
The mnemonic accompanying the new logo was created by Oscar-winning composer Ludwig Göransson, adding a unique audio identity to the brand.
Despite the logo change, the Disney Plus app retains its dark blue and gray hues, with the new color scheme rolling out globally as part of a broader integration with Hulu.