Come one, come all — it’s time to celebrate all the happiness we make together at the Disneyland Resort 70th Celebration, and you’re invited to join in the festivities! Get ready to celebrate 70 years of happy with a celebration bursting with joy and Imagineered for fun, featuring new experiences, dazzling entertainment, joyful décor and so much more.
The Task
Develop the brand identity for Disneyland’s 70th Anniversary, celebrating 70 years of happiness and magic. The identity served as the starting point for creative teams across the resort, establishing a flexible visual system that guided every touchpoint: from in-park décor and new character costumes to merchandise and digital experiences.
Bringing the Celebration to Life
Let’s get people excited for this milestone and spread the happiness to wherever you are. Here are some examples on how we translated the visual system across a wide range of marketing tactics.
Photo by Amtrak
Animation by David Valbuena. Video by Anaheim Ducks.
Celebration Across the Resort
One of the most rewarding parts of this project has been seeing the identity embraced by so many teams. It has appeared everywhere: McDonald’s Happy Meals, Coca-Cola bottles, trading cards, and even a hot air balloon. The montage below showcases a small sample of where i’ve spotted the logo.
