Pacific Data Images (PDI) was an American computer animation and visual effects company founded in 1980 by Carl Rosendahl in Los Altos, California. The studio became widely known for its work on feature films including the Shrek and Madagascar series, and operated until its closure in January 2015.[1]
Design and History
The company’s wordmark, “PACIFIC DATA IMAGES,” was registered as a trademark with first use in commerce dated September 1, 1983.[2][3] The trademark covered “computer animation services and graphic art design” and was filed by Pacific Data Images in 1996, later assigned to DreamWorks Animation L.L.C.[3]
During the 1980s, PDI created many animated logos and commercials for television.[4] The company’s early 1983 demo reel featured “plasticky flying logos,” reflecting the studio’s early focus on logo animation for broadcast clients.[5]
In 1997, Pacific Data Images was acquired by DreamWorks SKG.[4] A later trademark application filed by DreamWorks Animation L.L.C. in 2007 described a mark consisting of the letters “PDI” with a design of a boy sitting and fishing on the moon to the right, the wording “DREAMWORKS” above “ANIMATION SKG.”[6] Around 2006, the studio rebranded back to the Pacific Data Images name while continuing to use the PDI/DreamWorks wordmark on its headquarters and in credits.[7]
Meaning and Symbolism
A logo design attributed to Kip Reynolds in 1983 has been cataloged for Pacific Data Images, described with tags including “Angular,” “Arrows,” and “Rounded.”[8] However, no primary source has been located that documents the designer’s intent, the specific symbolism of the mark, or the official color specifications. The visual details of this early logo remain unverified beyond the catalog listing.
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