Disney Channel gets new look

The Disney Channel will unveil its new logo at this week’s National Cable Television Assn. convention in New Orleans as part of its brand and imaging makeover.

In switching from the previous logo that features a blue TV screen with white horizontal lines and a mouse ears silhouette, the new channel identifier shows Mickey Mouse with arms raised in a classic Disney pose standing inside a video monitor/TV screen that has a mouse ears icon coming out of the top and the Disney signature splashed across the middle.

The Disney Channel’s senior VP of programming and production Rich Ross said the logo is receiving positive buzz. It was created by Lee Hunt Associates.

Ross also noted that the logo ties in with the channel’s new quest to put kids and families first, a mandate illustrated by the announcement on Friday of its first new original series order under the new regime, “PB&J,” an animated series from Jumbo Pictures (producer of the Nickelodeon hit “Doug”). The channel has ordered 13 episodes.

Created by Jim Jinkins, “PB&J” is aimed at the preschooler audience and focuses on a family of three otters: 5-year-old Peanut; his twin sister, Jelly; 2-year-old “Baby Butter”; and their mother.

“The Disney Channel is creating new characters that will join the classic Disney characters, such as Winnie the Pooh, the little Mermaid and Mickey Mouse in a more dynamic preschool block,” Ross said.