But one doesn't just effortlessly come up with timeless cinematic iconography. The Jurassic Park team went through a shit-ton of ridiculous ideas first. It goes beyond the godawful poster that went full Lion King. There was a slew of designs that looked as if the park went ahead and hired SeaWorld's guy.
Universal Pictures"They are real!" makes it sound more like a Hooters-type establishment.
The movie ended up pulling from the original book, which featured the familiar T-Rex skeleton silhouette. Now that they had a central image, they still needed a font. One of the title treatments was in a font called "Neuland," which has been called the "'black face' of fonts." Why? As pointed out in TIFF's extensive history of the Jurassic Park logo, in 1930s America, Neuland was used by designers to convey "primitive" on African music records, "safari adventure" books, and American Spirit cigarette packs.
In reviving the font, Jurassic Park conjured themes of colonialism and the primitive "other." This could be written off as an in-universe example of one of the park's many terrible decisions, but most problematically, the movie's success helped popularize the font again. Neuland showed up in '90s properties such as the Lion King musical and Cool Runnings.
Walt Disney PicturesStill waiting for the sequel where the Cool Runnings guys are cloned in a million years and compete in the Galactic Olympics.
Still, despite its typeface's troublesome origins, the Jurassic Park franchise has stuck to roughly the same logo for each sequel -- though now it's made of stone, broken, and on fire, presumably as a metaphor for the brains of people who are somehow still racist in the year 2018.
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For more, check out The Secret 'Fuck You' Before Every Modern Film and How Marvel Tricked You Into Seeing ' Guardians Of The Galaxy'.
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