The internet is a wild place, and when something big happens, especially in branding, you can bet it won’t go unnoticed. Case in point: the recent rebrand of Disney+ Hotstar to JioHotstar, which has sent social media into a frenzy, with memes flying and designers gripping their Pantone guides in disbelief.

The new seven-pointed star has been roasted, dissected, and compared to everything from a gutkha stain to an MS Paint masterpiece. But is this really the “biggest downgrade in history,” or is there a hidden genius behind the madness?

As a creative agency, we at Creativate love analyzing bold design choices. Let’s dive into what works, what doesn’t, and whether this rebrand is a misstep or a masterstroke.

The Internet’s Reaction: Love? Nope. Loud Opinions? Plenty.

From the moment JioHotstar unveiled its new look, social media went into overdrive. Some users outright dismissed it as a rushed job, with comments like, “Did they ask an intern to scribble something in five minutes?” Others argued that even smaller design firms could have done better, with one user quipping, “Looks like it was made in MS Paint.”

Yet, amid the sea of criticism, some pointed out that the new design represents a fresh start. The jagged star, they argue, symbolizes diversity, a nod to the vast multilingual content available on the platform. But let’s be honest: when your logo is compared to a ‘gutkha stain,’ it might be time to reconsider some design choices.

Design Perspective: A Star That’s Lost Its Shine?

Rebranding is always risky, especially for a beloved platform. A logo is more than just a visual; it’s the face of the brand, evoking emotions and setting expectations. JioHotstar’s old branding was sleek, professional, and carried the premium feel of Disney+. The new one? Well, let’s just say it’s different.

Visually, the lopsided star feels rough, unbalanced, and almost unfinished. While modern branding often embraces simplicity, this execution leaves much to be desired. Compare it to other streaming giants like Netflix or Amazon Prime, whose branding exudes consistency and cohesion. JioHotstar’s attempt feels more like an identity crisis than a strategic evolution.

For a company backed by a conglomerate as massive as Reliance, expectations were naturally high. A more refined approach could have ensured that the new identity retained an element of sophistication while still signalling change.

Confused Users and a Forgettable Palette 

Beyond aesthetics, the rebrand has also caused confusion. Many users, especially those unaware of the name change, found themselves puzzled when their app updated unexpectedly. They were left searching for it on their devices, unable to find it as easily as before. The previous Disney+ Hotstar logo was clear, recognizable, and easy to spot, whereas the new design fails to offer the same level of instant familiarity. This is especially problematic for older audiences who were accustomed to the previous branding and may not even be aware of the transition, potentially alienating a segment of their loyal user base. 

Another major misstep is the overly generic gradient background used in the new branding. This colour scheme is strikingly similar to other apps like PicsArt and Smule, making it blend in rather than stand out. Unlike the distinctive and recognizable Disney+ Hotstar colour palette, the rebranded version lacks uniqueness and risks becoming forgettable, especially when placed among other apps with similar gradients on a device screen.

Marketing Perspective: So Bad, It’s Good?

Here’s where things get interesting. While the design community is busy debating the aesthetics, the marketing world is asking a different question: Was this all intentional?

Rebrands are meant to spark conversation, and JioHotstar has certainly achieved that. The sheer volume of discussions, memes, and debates has given the platform unprecedented visibility. In today’s digital landscape, where attention is currency, this could be a masterstroke. After all, isn’t any publicity good publicity?

However, brand perception matters. A controversial logo might grab headlines, but if it alienates the audience, it could do more harm than good. The best rebrands maintain a balance between familiarity and innovation. JioHotstar’s approach, on the other hand, feels like it was designed to provoke rather than resonate.

What Could Have Been Done Differently?

A rebrand doesn’t have to mean a complete overhaul. It can be an evolution rather than a revolution. JioHotstar had an opportunity to create something memorable that could redefine its presence in the streaming industry.

Here’s what we think could have worked better:

• A connection to the old identity – A slight nod to Hotstar’s previous branding would have softened the transition, making it feel like an upgrade rather than an identity crisis.  A refined version of the original logo would have retained some of the familiarity that users had grown attached to while giving it a fresh twist.
• A stronger brand story – If the star represents diversity, why not tell that story properly? A campaign showcasing the creative vision behind the rebrand could have helped audiences connect with it.
• Refined Color Palette – A unique color scheme could have helped JioHotstar stand out. Take Netflix, for example—its bold red logo is instantly recognizable and conveys excitement. JioHotstar could have used a distinctive palette to better reflect its diverse content.

The Verdict: Hit or Miss?

Here’s the thing: JioHotstar’s rebrand is impossible to ignore, and the internet is buzzing with opinions. The controversy has brought the platform more attention than a safe, forgettable design ever could. But does that make it a win? Not necessarily.

Creating a buzz is one thing; turning that buzz into loyal subscribers is another. That’s the real test.

One thing is certain: whether you love it, hate it, or meme it, you will remember it. And in a world where brands fight for attention, maybe—just maybe—that’s exactly what JioHotstar wanted.

So, what do you think? Is this a strategic move that will grow on us, or did Jio just fumble an easy branding win?