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Disney Rewards brand guidelines

The Disney Rewards Brand Guidelines were developed as a result of Disney’s firm relationship with Cosgrove Associates. This project had a time-frame of about one month in duration and included the packaging and a CD deliverable. When the brand guidelines were finalized and approved, Disney requested that Landor (a global leader in brand consulting and design) distribute, disseminate and monitor their use.


Disney Rewards logo – Signature

The new Disney Rewards signature comprises five basic components—the Disney logo, the Mickey Mouse icon, The Rewards wordmark, the Presenting Partners and the Separation Rule. These five components form the visual expression of the new Disney Rewards identity.

Color variations

There are three color variations of the signature: two-color (black and red), two-color reverse (white and black) and one-color (all black). The two-color signature is preferred and should be used whenever possible.


Although it is impossible to foresee every design challenge, a few general guidelines can help ensure that our signature is always displayed to its best potential.

The signature should always be staged against white or a solid color background from the Core or Accent color palettes. Be sure to use a color that provides sufficient contrast for the signature and use one that does not clash.

Core Palette

The four colors of the Core palette have been carefully selected and are the only ones to be used in the new Disney Rewards identity system. Red should be used as the dominant color in communications, except in cases of theme-driven content.
Blue should be used sparingly.


Whitney is our primary font and should be used for all communications. It has a friendly, casual feel combined with a contemporary cut that reinforces our brand and gives a visual range to our communications.

The only weights to use are Light, Book, Medium, Semibold, Bold and Small Caps. Italics may be used for emphasis but should not be used for body copy or headlines.

Portal examples

Shown here are examples of how the three portal configurations can be used in layouts. These are examples only and are not meant to represent the only design solutions.