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Galactic News
Wednesday October 24, 2001
AOTC Figures
The Official Star Wars Site has given us our first glimpse at the new signature look for Star Wars packaging will be unveiled next spring in conjunction with the release of Star Wars: Episode II Attack of the Clones. The idea was to develop a fresh, new design that incorporates the best of Star Wars iconography and is true to the spirit of the Saga.
The assignment was not an easy one, however. How do you develop a new Star Wars graphic that captures the majesty and grandeur of the Saga, is heroic and triumphant, optimistic and hopeful, fun and energetic and represents the complete Saga as opposed to an individual film? As if that wasn't enough, the design also had to appeal to the broad range of Star Wars fans, from kids to adults, work across a multitude of product categories and set itself apart from competitors on the retail shelf. A team from the Sterling Group, Hasbro and Lucasfilm was chosen to tackle this challenge.
After much exploration, the team completed a final design comprised of several key elements. Obviously, the gold logo has become the most recognizable and direct symbol of Star Wars. The rich blue star field evokes the Saga's setting in space. And the strong hands grasping a lightsaber symbolize the hope and heroism that draws all of us to Star Wars.
This principal design will be the starting point and inspiration for all consumer communication in the Star Wars licensing program, including packaging, retail signage and advertising beginning in the spring of 2002.