Trademark: Hanna-Barbera Star

First Used: September 1983

First Registered: June 1985

Current Owner: HANNA-BARBERA PRODUCTIONS, INC. [1]

Trademark Type: non-traditional trademark; motion mark

Primarily Associated With: entertainment services rendered through the medium of television-namely, animated cartoon programs [2]

Brief (and likely incomplete) History [3]:

The Hanna-Barbera Star motion mark is a significant piece of trademark history – it is the oldest, still active motion mark trademark registration in the United States. The Hanna-Barbera Star motion mark was first used in 1983 and registered as a trademark in 1985.

You sit down to watch some Saturday morning cartoons and the familiar Hanna-Barbera Star swirls on the screen. No matter the cartoon that was about to play, you knew you were in for some high-quality entertainment. Also known as the “Swirling Star” or the “Hanna-Barbera Rainbow,” the Hanna-Barbera Star motion mark is an iconic piece of animation and branding history.

The original concept of the Hanna-Barbera Star motion mark was simple but impactful: a star spinning dynamically to reveal the Hanna-Barbera name. The inclusion of a star was likely inspired by the futuristic and space-age themes popular in the 1960s, aligning with the optimistic outlook of the era and Hanna-Barbera shows like The Jetsons. Its movement and colorful design mirrored the creativity and motion inherent in animation itself, while the swirl effect symbolized the magic and wonder of cartoons. Over time, the motion mark became a hallmark of the studio's productions, embodying the joy and imagination that Hanna-Barbera brought to television.

Over the years, the motion mark evolved (the version of Hanna-Barbera Star motion mark captured in the trademark registration was first used in 1983), incorporating a multicolored swirl and more dynamic animation to align with advancements in technology and the studio’s expanding influence in the animation world. By the 1990s, the Hanna-Barbera Star motion mark was synonymous with Hanna-Barbera's syndicated reruns and home video releases, becoming a nostalgic marker for fans of shows like Scooby-Doo and The Smurfs.

Interested in learning about other TV-related trademark registrations? Check out our posts on the Law & Order Dun-Dun sound mark and the NBC Chimes sound mark.