DC Unveils New Logo, with Multiple Color Designs

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DC Entertainment, home to DC Comics, Vertigo and MAD, revealed today a new brand identity. 

The new identity is reflective of the company’s mission to fully realize the value of a rich portfolio of brands, stories and characters, distinguished by incredible breadth and depth across publishing, media and merchandise.  A new logo for DC Comics was also introduced, closely aligning with DC Entertainment’s new mark.

“It’s a new era at DC Entertainment and the new look reflects a dynamic, bold approach while at the same time celebrates the company’s rich heritage and robust portfolio of characters,” stated John Rood, EVP of Sales, Marketing and Business Development for DC Entertainment. “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.”

DC Entertainment worked with Landor Associates, one of the world’s leading brand consulting and design firms, to develop an identity that creates a visual connection among the company, its three brands DC Comics, Vertigo and MAD and its vast array of properties as well as celebrates the power of the company’s stories and characters.  The design of the new DC Entertainment identity uses a “peel” effect – the D is strategically placed over the C with the upper right-hand portion of the D peeling back to unveil the hidden C – symbolizing the duality of the iconic characters that are present within DC Entertainment’s portfolio.

“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,” explains Nicolas Aparicio, Executive Creative Director at Landor’s San Francisco office.  “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.”

The new brand identity will come to life across all consumer touch points in order to create a clear and consistent message in support of DC Entertainment.  The new identity will begin to appear on comic books and graphic novels as well as new websites in March.  Consumers will also see the new identity rolled out over time on other DC Entertainment products from Warner Bros. including film, television, interactive games and merchandise.

“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 multi-media business we set out to build with the formation of DC Entertainment,” said Amit Desai, SVP of Franchise Management for DC Entertainment.


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  • Jason Wilkins

    Jason Wilkins Jan 19, 2012 at 7:17pm

    Quite obviously the feud over Watchmen is now a thing of the past and Alan Moore is hard at work on a sequel to go along with that new logo ...

  • Josh West

    Josh West Jan 20, 2012 at 5:27am

    I really like the The Flash and Batman colour coded logo's. The sparks/mist are nice touches, just a shame not to see these on any books yet.

    I wouldn't have thought it originally, but the new logo does look really nice on graphic novel spines, and it don't look half bad on the front of singles either. Just a shame they rolled this logo out five months too late

  • Richard Boom

    Richard Boom Jan 20, 2012 at 6:31am

    I kinda love it, but only if they use the Customized logo's per title! I mean paper title. That this is lovely in a digital way since you can literally peel it back to see character and story... I get that. But I am not talking about that since I care not about that :)
    Greetings from the Floppy Guy ;)

  • Bart Croonenborghs

    Bart Croonenborghs Jan 20, 2012 at 9:52am

    I'm already getting used to the whole 'sticker' feel of the thing. I think I just feel sorry that they 1) lost the star(s) in the logo which was part of their heritage and 2) I really hate the fact that they split DC - Comics in two lines below the logo, that is perhaps the most ugly part.

  • Richard Boom

    Richard Boom Jan 20, 2012 at 10:38am

    yeah... and that spreads the logo sideways if you check the comics above. Kinda not ok. They should loose DC COMICS altogether. We all know that is DC and since it is paper in our hadns... comics we read! REDUNANCY!!

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