Building an identity is not something that just happens. It takes an understanding of where you are coming from, where you want to go and you need to plan to communicate those ideas clearly. At Da Mouse we had been wanting to build a feel of Simple Disney Fun from the moment we began nearly two years ago. But simplicity is often an expression of underpinnings far more complex. And though our process was indeed simple it came about through a vision that had been building since our site’s inception. We were different, we were design minded and we were a brand of Disney based fun that could stand on its own merit without the cute built-in by the Walt Disney Company. Our readership was different, the conversations they embarked us on were often to the point and yet other times as drawn out as our featured posts but always sophisticated. They were ready for something new and Da Mouse was yearning for that intersection of passionate ideas and perspective to merge into an identity worthy of honoring the man who inspired us to look towards the future and the legions who carry his message forward with their very lives. Walter Elias Disney wasn’t just a great man and so Da Mouse couldn’t just strive to be a great online destination. He showed us the path towards the future and now we must walk through and shape our own with what we have learned. …make it yours because it is just the start of a more beautiful tomorrow that we know begins right here with you… What does Da Mouse stand for? Well you’ve come to the right place to find out. But why just ask the question when you can be a part of its very future yourself? You see the vision above of a new sleek retro-futurism isn’t a hollow symbol. We considered every angle’s meaning as you can see above by hovering over the points of interest. But it isn’t just about what we see, this site always has been and always will be about you. And so as we embark forward in a playful future of Disney news and culture and create an ever-growing community that symbol above will mean evermore to a growing number of people. That is a fun thought in of itself, it is why we took so much care in making it simply Da Mouse. We hope you will love it and make it yours because it is just the start of a more beautiful tomorrow that we know begins right here with you, this site and everything you believe in. It is an honor to build upon the dreams of the ultimate dreamer and we feel nothing but hope as we now share with you in this new dream together.