The Magic Behind Disney Imagineering
Here at Nurture, we are huge Disney fans! From the films and TV shows, to the parks and the whole magical world they create, there are few things as fantastical and all encompassing as Disney. Another thing we are at Nurture, is designers, which means that we can’t help but think about the creative processes and design decisions behind all things Disney.
As unashamed ‘Disney adults’, we are very aware of the creative powerhouse behind Disney, the Imagineers.
The word is crafted from merging the words ‘imagination’ and ‘engineering’, which should give you a pretty good idea of what these creative superheroes do.
However, if you still need more of an explanation, this is what Disney says about the Imagineers in their own words: ‘Walt Disney Imagineering embodies a world-class design firm, premier development company, extraordinary storytelling studio, and cutting-edge innovation lab — all rolled into one. Home to an overwhelming breadth of expert talent from around the globe, Imagineers partner closely with colleagues from across The Walt Disney Company to bring the most awe-inspiring new worlds and cherished characters to life.’
© Disney / Disney Imagineering
The Disney Imagineers are a team of creative geniuses who blend art, engineering, storytelling, and technology. A crucial aspect of their work is graphic design, which plays a key role in shaping the immersive environments that make Disney parks truly magical. When you step into a Disney theme park, you’re stepping into a world meticulously crafted to enchant, amaze, and transport you to a different reality, where every single design choice has been extensively thought through and planned. Nothing is an accident or a coincidence.
Imagineers use graphic design to convey narrative elements, enhance the guest experience, and support the overall theme of each attraction or area within the park. From the signage that guides guests, the intricate patterns of wallpaper in a themed restaurant, to the tiny details within the ride queues, every design choice is deliberate and contributes to the overarching story.
© Disney / Disney Imagineering
Perhaps one of the most powerful aspects of graphic design in Disney Imagineering is its ability to create emotional connections with guests. The designs are not just visually appealing, they transport you into a different world, evoke emotions, and blend seamlessly into the world that they have created. This is why Disney parks are so effective at creating nostalgia and why guests often feel a deep, emotional connection to the parks.
At Disney parks, every detail contributes to the story, and has been used with a desired outcome in mind. Imagineers use graphic design to reinforce the narrative of a space or ride. For example, in the Pirates of the Caribbean attraction, the design of the signage, posters, and even the fonts used are purposefully chosen to transport you to the Golden Age of Piracy. The weathered textures, ornate lettering, and pirate motifs, in combination with the lighting and chosen background sounds all work together to immerse guests in the setting.
Signage is a critical element in the parks design, as it needs to help guests navigate their way around without pulling them out of the immersive experience. Disney Imagineers are experts at creating signage that is both functional and in keeping with the theme. For example, in Adventureland, the signs are designed to look like they’re made from bamboo and other natural materials, blending seamlessly with the jungle surroundings. In contrast, in Tomorrowland, the signage features sleek, futuristic designs that reflect Disney’s vision of the future.
Typography is another powerful tool in Disney Imagineering. The choice of fonts and lettering styles can significantly influence the atmosphere of a themed area. For instance, the typography in Main Street, U.S.A. is inspired by the Victorian era, with elegant, serif fonts that evoke the charm of early 20th-century America. Meanwhile, the typography in Toy Story Land uses playful, chunky letters that mimic the look of toy packaging, perfectly capturing the theme of the area.
© Disney / Disney Imagineering
One of our favourite places to appreciate graphic design in the Disney parks, is perhaps one of the areas that people take the least notice of, and that is in the ride queues. Disney is so committed to immersing the guests, and ensuring that they do not get bored or think of their daily problems when they are at the parks, that immense effort is put into the queue systems. They take this opportunity to build the story, adding signage, articles, artefacts and elements contributing to the story of the ride. For example, while in the queue for the Expedition Everest ride at Disney’s Animal Kingdom, you will find books and articles about the tales of the yeti, maps of the mountains, and all other kinds of artefacts, flags and pictures building the story of your impending expedition to Everest.
Another great nugget of information for all the other design geeks out there, is that the Imagineers who poured their heart and soul into these designs have subtly made their own signature on their work. Sometimes their signatures will be hidden in artwork, shading or shapes, while other times, they will add their own humour. For example, in the Pirates Of The Caribbean ride, the designer decided to add two skeletons playing a game of chess, set up specifically so that every outcome would result in a checkmate, meaning that they are playing a never ending game of chess.
The use of graphic design to immerse the guests in different worlds does not end at the parks, but carries on through to their hotels and resorts too. Each hotel and resort has a chosen theme, which is intricately designed to be fully immersive. A great example of this is the Port Orleans Riverside and French Quarter hotels. The theme is meant to throw you back to the golden age of New Orleans, where live music is playing on every street, and the smell of beignets and gumbo fills the air. The use of graphic design within the hotels is evident in every detail, from the Mardi Gras themed wallpaper in the reception, to the typography used for the Scat Cats lounge, and intricate swirling design of the hotel name on the entrance.
There are a never ending amount of examples of how graphic design is used within the Disney parks and resorts to transport their guests to another world. Regardless of if you are a fan of Disney or not, you cannot argue that Disney Imagineers are masters of design and storytelling. When you are inside the Disney bubble, nothing else on earth exists, and we are very happy to live in the bubble every now and then!
If you would like to talk to us about logo design, or any projects you have in mind, please feel free to get in touch!
Written by Charlene Payne.
