|One of the runners up|
The logo that was finally chosen for the Broadway musical version of is, in my opinion, the best choice for many reasons.
|The winning design by Olly Moss|
|The souvenir program cover|
Third, it is important to notice that the animated figures - especially Olaf - are nowhere to be seen. If they were trying to draw in the family audience only, the cute characters would be all over the branding and all over the outside of the theater as well. It isn't. A smart move, especially considering that the stage version has taken great strides to be deeper and more adult in its treatment of the story.
And the icon itself is genius. The frozen fractal has fun "hidden" images that are fun to discover as you look at the logo more closely. The inner section shows a silhouette of Elsa, arm raised, unleashing her power, while the outer section of the snowflake reveals the two sisters looking at each other, again in silhouette. It is clever and beautifully rendered.