Davis Dna DesignsRebrand for DC Entertainment
On the 19th of January, DC Entertainment revealed a new brand identity. The logo was redesigned by a brand consultancy company Landor.
The main element of the new logo is the ’peel’ effect of the ‘D’, which is being peeled away to reveal the ‘C’ underneath. The rationale being that readers can ‘look into the brand’.
It’s a clever concept which enables them to incorporate imagery, or even colours and effects associated with a particular superhero or villain within the logo. More of Landor’s designs below.
“DC Entertainment, a Warner Bros. Entertainment company and home to iconic brands 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.”
An element that I really like about this new logo is that it’s dynamic in the sense that it can be used in a variety of different ways.
In my opinion, many DC fans see the brand as more of a universe and I can’t help but feel that the previous logo perhaps represented that aspect a bit better.
I’ve been a big of fan of DC Comics for a while, but I have to be honest. As of yet, I am unsure if I am a fan of their new brand identity. Maybe it’s just the shock and perhaps it’ll grow on me.
What are your thoughts on the new logo? And do you think it was the right decision? Share your thoughts.
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Love the adaptations, don’t feel the shape itself. It’s a cool idea design wise, but it’s too corporate for DC comics, as we know them.
@juiceboxfromspace
Yeah, I find myself on the fence with this one Duarte. I like what they can do with the logo, it terms of variation. But I feel they’ve completely ditched the universe-like feel of the brand. By the way, I checked out you portfolio. Some very nice work in there man.
Wow big design change!
I don’t think a lot of comic book fans will agree with the change, me being one of them. Although I can see where they are coming from with regards to the comic style peel back. If anything I think they should have concentrated on the original DC Universe symbol and should have thought about changing that instead, a revamp. A great inspirer said to me “It’s the little changes that make the most difference”.
You make a very valid point Stu. I think this rebrand is going to be particularly hard sell to DC comic fans. Revamping the old logo perhaps may have been a better option.
Hi Jamie,
I just showed this to my partner, who is a massive comic book fan, and his response was “NOOO…NOOO! WHAT IS THAT?! TERRIBLE!”
I’m inclined to agree. To echo Duarte, this new design is way too corporate, and perhaps a more overt, appealing logic for DC readers could have been “peeling away the disguise of a superhero to reveal his costume”, instead of “looking into the brand” (which I think would translate better for a book publishing company, e.g., the image of turning a page).
I think this is just too clean, and too ‘safe’ for DC’s world of gritty, badass superheroes.
Thanks for putting it forth for discussion!
Mirella
Mirella, tell your partner I had a similar reaction when seeing the new logo for the first time. I decided to wait awhile and then write down what I thought about the rebrand. If only to let the initial shock wear off.
The fact is, DC is dark and ‘gritty’ as you said. Take the Dark Knight for example. It’s the most dark and disturbing comic book film to date. I just don’t know whether the new logo truly reflects that.