With the news of DinoLand USA going extinct to make way for a Tropical Americas-themed land at Disney’s Animal Kingdom, we knew the park’s logo had to be updated at some point. Animal Kingdom has used the same logo since opening; a silhouette of the Tree of Life, a lion, a elephant, a dragon (for the lost Beastly Kingdom concept, though mythical creatures are now represented via Expedition Everest and Pandora), a triceratops, and an impala. This logo was plastered all over park-specific merchandise for years (try sifting through eBay!), and can still be seen on signs, lanterns, benches and other design elements around the park.
“Welcome to a kingdom of animals… real, ancient, and imagined: a kingdom ruled by lions, dinosaurs, and dragons; a kingdom of balance, harmony, and survival; a kingdom we enter to share in the wonder, gaze at the beauty, thrill at the drama, and learn.”
― Michael D. Eisner at the park’s opening dedication April 22nd 1998
On a recent trek through DAK, I noticed a newer logo merchandise collection missing something big: no dragons, and no dinosaurs. Of course, this is something we expected with the ultimate phase-out of our fossil friends. Additionally, we haven’t ever seen dragons come to life here. However, there are other mythical creatures represented at the park today which makes the dragon’s inclusion a bit more justified.
The new logo merch still heavily features a Tree of Life silhouette against warmer sunset color blocks, with some elephants and lions or giraffe, along with Mickey and friends on safari. It’s a cute collection for Kilimanjaro Safaris… but this collection sort of feels like an in-between choice until more of the new Animal Kingdom is completed.
Change is hard. I know it. Forgive me, but I’m having trouble coming to grips with the complete erasure of dinosaurs at this park. I just think it’s completely unnecessary, as Disney should be building onto the park, actually expanding instead of replacing real estate; especially when this replacement eradicates an important piece of animal history. Here I go again. Am I alone?
This collection has everything: t-shirts, hoodies, a Christmas ornament, LUG bags, and Tervis tumblers. Mixed feelings aside, what do you think of this new collection, and Disney Animal Kingdom’s new logo design?
