Last week DC Comics revealed a new grayscale version of their new logo, which seemed to disappoint comic fans everywhere across the Internet. A week later, DC released their branding plans for the logo and everything came together very nicely.
The logo itself doesn’t really scream “Comics!” or even remotely look like a comic book company at first glace. Rethinking a comic book company sounds like a pretty heavy task and the branding really saved this logo. The logo itself, in my opinion is a very nice logo but without the branding it’s really nothing. The only downside I feel to this logo is the lack of excitement the typeface provokes. Also the left justified DC and Comics doesn’t do much for me. Other than that I think this could be a home run.
On the positive side the logo adapts itself to each comic and character, in color scheme as well as in texture as seen below, making the logo extremely versatile in the comic world and something that I think will last in pushing DC Comics into the 21st century between film, TV, games, merchandise and of course Comic Books.
Landor Associates, one of the world’s leading brand consulting and graphic design firms designed the brand new logo using a “peel” effect where the D is strategically placed over the C with the upper right hand portion of the D peeling back to unveil the hidden C. John Rood, EVP of Sales, Marketing and Business at DC Entertainment explained that “the icon symbolizes the duality of the iconic characters that are present within DC Entertainment’s portfolio.”
DC recently updated a lot of their superhero’s look and feel to match a more modern age of graphics, with the re-brand following closely behind. The inspiration seems to be in order with that as the logo can take on the identity of each new character as well.
“It was just a few months ago that Superman, Batman and many of our other Super Heroes were updated when we launched DC Comics-The New 52 and now it’s time to do the same for the company’s identity while remaining true to the power of storytelling which is still at the heart of DC Entertainment.” At left are the comic’s logos, which play off the same theme.
Another goal, with much other modern re-brands is to keep in mind the user platforms and make sure that the logo works wherever it is placed in the users hands.
“It was our goal to capture DC Entertainment in a dynamic and provocative identity. Our solution is a living expression which changes and adapts to the characters, story lines and the ways fans are consuming content,” “…The new identity is built for the digital age, and can easily be animated and customized to take full advantage of the interactivity offered across all media platforms.” said Nicolas Aparicio, Executive Creative Director at Landor’s San Francisco office.
“We believe our new brand identity will strongly resonate with our loyal fans who will want to proudly express their affinity for DC Entertainment and their passion for their favorite stories and characters, this new look allows them to easily do this. In addition we were excited to update our identity, it’s not often a company gets to revisit something as important as its brand and we took the opportunity to make sure it represented the multimedia business we set out to build with the formation of DC Entertainment,” said Amit Desai, SVP of Franchise Management for DC Entertainment.”
DC’s new look will start showing its many faces on Comic Books and graphic novels as well as digital outlets starting in March. Comic Book fans will start seeing the new identity unveiled over time on other DC Entertainment media and merchandise.