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DC Entertainment reveals new logo and branding

01.20.2012

DC Entertainment (or DC Comics as many of you may know them as) has just revealed their new logo and brand identity makeover and it’s a fairly impressive concept.

“Now that our audience has exploded beyond just a readership, we needed a way of making a more consistent connection between our properties and their parent brands,” says John Rood, DC Entertainment’s executive vice president of sales, marketing, and business development.

“The peel element can tie back to the storytelling content or character we’re showcasing, and leverage those colors. The 'C’ can be a vessel to showcase stories and character. It’s unexpected, requires a little thinking and some storytelling behind that mark,” says Amit Desai, senior vice president of franchise management.

DC Entertainment is working hard to compete with Marvel Entertainment, who has had tremendous success with transitioning their properties to other mediums, especially in film. With last years lackluster performance of GREEN LANTERN and the underwhelming SUPERMAN RETURNS in 2006, DC has a lot to contend with as Marvel has already seen tremendous success with its franchises, leading directly into this summers THE AVENGERS .

However, DC has a little film called THE DARK KNIGHT RISES coming out and it’s massive built-in audience will absolutely give Marvel a run for its money.

DC also had tremendous success this past September when they “rebooted” their entire comics line, starting with all new #1 issues, called the New 52 (although Marvel still leads the market share.)

The company will roll out the new identity and logo in phases, starting with comics in March and then transitioning to all entertainment products, including film and television, which means we’ll likely see this new logo in action over THE DARK KNIGHT RISES when it hits theaters this summer.

Extra Tidbit: Are you a Marvel, DC, or both?
Source: Fastcocreate

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5:24PM on 01/22/2012
It looks like a logo, but shit.
Is it meant to look like the tip of a penis with the foreskin being peeled back, or is that just my latent homosexuality kicking in?
Dick-See Comics.
It looks like a logo, but shit.
Is it meant to look like the tip of a penis with the foreskin being peeled back, or is that just my latent homosexuality kicking in?
Dick-See Comics.
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4:51PM on 01/22/2012
I'm totally a Marvel, but even I've got to admit that the pendulum is currently swinging DC's way. That's OK, because what goes around comes around-- ten years ago it was all about The Ultimates or Grant Morrison's New X Men or JM Straczynski's Amazing Spider Man. Right now, it's Wolverine and Spider Man in about five different books each, cross title events that drag on all year every year and five different Avengers books when one will do. No problem though, the green shoots of change are
I'm totally a Marvel, but even I've got to admit that the pendulum is currently swinging DC's way. That's OK, because what goes around comes around-- ten years ago it was all about The Ultimates or Grant Morrison's New X Men or JM Straczynski's Amazing Spider Man. Right now, it's Wolverine and Spider Man in about five different books each, cross title events that drag on all year every year and five different Avengers books when one will do. No problem though, the green shoots of change are there if you look hard enough-- Mark Waid and Marcos Martin's Daredevil... the Dark Angel Saga in Uncanny X Force.
Oh, and the logo? It's a great logo for a law firm specialising in corporate takeovers-- not so good for a funnybook company.
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12:15AM on 01/22/2012
As a casual comic reader, I read equally from Marvel and DC; movie-wise though, Marvel all the way (to date). This new logo on the other hand is truly shitty. If no one had told me what company this was for, I am fairly certain I wouldn't have known. Where is the 'D' in this logo? I see half a 'C' and a stupid sticker. WTF?
As a casual comic reader, I read equally from Marvel and DC; movie-wise though, Marvel all the way (to date). This new logo on the other hand is truly shitty. If no one had told me what company this was for, I am fairly certain I wouldn't have known. Where is the 'D' in this logo? I see half a 'C' and a stupid sticker. WTF?
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3:15PM on 01/21/2012

Sucks..

They're trying way too hard with that logo... to the normal person, it makes no sense at all. When it comes to logos and symbols, 99% of the time, the simplest ones are the best and the most effective. The new one is terrible, needs a lot explaining, and isn't visually striking which is something I think logos should be... so you remember it. They should have had a contest for the new logo and just have a bunch of fans send in their designs and pick from those rather than this crappy logo.
They're trying way too hard with that logo... to the normal person, it makes no sense at all. When it comes to logos and symbols, 99% of the time, the simplest ones are the best and the most effective. The new one is terrible, needs a lot explaining, and isn't visually striking which is something I think logos should be... so you remember it. They should have had a contest for the new logo and just have a bunch of fans send in their designs and pick from those rather than this crappy logo.
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9:52AM on 01/21/2012
The new brand sucks. The old one is alot better and has the classic feeling and look.

I love both Marvel and DC, but I am more of a DC fan that Marvel. I am a bigger fan of Batman, Superman, Green Lantern, and Flash than anyone in The Avengers.
The new brand sucks. The old one is alot better and has the classic feeling and look.

I love both Marvel and DC, but I am more of a DC fan that Marvel. I am a bigger fan of Batman, Superman, Green Lantern, and Flash than anyone in The Avengers.
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6:35AM on 01/21/2012
I don't hate the new logo. And, a new logo fits DC entering a new age with its new 52. But, does this new logo have staying power? It represents distinctly the artistic style of the present time. But, the new logo will look hokey in a few years. Perhaps, we fans will get another new logo at that point.
I don't hate the new logo. And, a new logo fits DC entering a new age with its new 52. But, does this new logo have staying power? It represents distinctly the artistic style of the present time. But, the new logo will look hokey in a few years. Perhaps, we fans will get another new logo at that point.
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2:47AM on 01/21/2012

Hate the new logo, love the old

I'm a DC. Marvel is great...but everybody makes characters you can 'relate' to. DC is rare in that they still try to make characters you 'aspire' to. Batman's wisdom, Superman's humility, Wonder Woman's perseverance. They're the closest America is ever going to get to having its own Greek Gods.
I'm a DC. Marvel is great...but everybody makes characters you can 'relate' to. DC is rare in that they still try to make characters you 'aspire' to. Batman's wisdom, Superman's humility, Wonder Woman's perseverance. They're the closest America is ever going to get to having its own Greek Gods.
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10:30PM on 01/20/2012
The new one sucks. I hope it's not going to be in The Dark Knight Rises opening title. The old one looks wayyyy better. Extra tidbit: I'm a fan of both but I tend to like Marvel more.
The new one sucks. I hope it's not going to be in The Dark Knight Rises opening title. The old one looks wayyyy better. Extra tidbit: I'm a fan of both but I tend to like Marvel more.
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+10
9:21PM on 01/20/2012
Wow, that just looks bad.
Wow, that just looks bad.
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7:59PM on 01/20/2012

Tidbit

Marvel seems to have more quality movies; DC only has their act together with Batman now. But, I've recently attempted to read some comics and I'm far more interested in DC. Their relaunch has made it easier to get into for someone new like me, but point is, there's a ton of untapped or previously misused material they have to work with for movie adaptions.
Marvel seems to have more quality movies; DC only has their act together with Batman now. But, I've recently attempted to read some comics and I'm far more interested in DC. Their relaunch has made it easier to get into for someone new like me, but point is, there's a ton of untapped or previously misused material they have to work with for movie adaptions.
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+2
6:20PM on 01/20/2012

RE: Extra Tidbit

Spider-Man is my favorite single comic book character, but in general I like the DC universe more than Marvel's.
PS: The new logo is underwhelming.
Spider-Man is my favorite single comic book character, but in general I like the DC universe more than Marvel's.
PS: The new logo is underwhelming.
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+6
6:11PM on 01/20/2012
I fear change
I fear change
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5:49PM on 01/20/2012
when I saw the first logo I thought it just felt like a corporate logo any nameless company would have, but after seeing the other logos I think it works.
when I saw the first logo I thought it just felt like a corporate logo any nameless company would have, but after seeing the other logos I think it works.
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4:36PM on 01/20/2012

Really?

As a graphic artist, even I had a difficult time trying to figure out the new logo. I've always accepted the old branding motto, 'the more explanation your concept needs, the more of a failure it will be.' That's why Marvel's "M" works so well. Frankly, I'd go back to the old DC shield & stars. Personally, I was never much a fan of the last logo, but at least it heralded back to the shield and stars.
As a graphic artist, even I had a difficult time trying to figure out the new logo. I've always accepted the old branding motto, 'the more explanation your concept needs, the more of a failure it will be.' That's why Marvel's "M" works so well. Frankly, I'd go back to the old DC shield & stars. Personally, I was never much a fan of the last logo, but at least it heralded back to the shield and stars.
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4:11PM on 01/23/2012
What's so difficult about the new logo? Granted, the general look of it doesn't really match the style of the company but it's a simple yet brilliant design.
What's so difficult about the new logo? Granted, the general look of it doesn't really match the style of the company but it's a simple yet brilliant design.
4:34PM on 01/20/2012
Marvel only "leads the market share" because of how many more books they publish than DC. On a simple 1-to-1 scale, DC is kicking their ass. Plus, DC is publishing 2.99 books instead of Marvel's new 20 pages of story with 12-14 pages of ads for 3.99. I love characters/stories from both companies, but Marvel really screws their readership. Just look at what they've done to Spider-Man, the X-Men, that stupid Point-One initiative that only served to sell readers an EXTRA copy of books they were
Marvel only "leads the market share" because of how many more books they publish than DC. On a simple 1-to-1 scale, DC is kicking their ass. Plus, DC is publishing 2.99 books instead of Marvel's new 20 pages of story with 12-14 pages of ads for 3.99. I love characters/stories from both companies, but Marvel really screws their readership. Just look at what they've done to Spider-Man, the X-Men, that stupid Point-One initiative that only served to sell readers an EXTRA copy of books they were already buying and how every single quarter we seem to be getting another "event" book, even though they usually suck or are re-hashes of old concepts. DC has certainly made some choices I disagree with, but at least I still care about their company. Marvel has so blindly screwed people over so many times that I simply don't care for them anymore. And yeah, the new DC logo sucks and would have at least been better timed at the start of the New 52 rather than 6 months into it.
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+0
4:20PM on 01/20/2012

Meh

didn't they do this like 6 years ago or something?
didn't they do this like 6 years ago or something?
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4:19PM on 01/20/2012
Call your broker and have him sell all of your shares in Time Warner in protest.
Call your broker and have him sell all of your shares in Time Warner in protest.
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4:16PM on 01/20/2012

NICE

But, correction, Superman Returns was released in 2006. The Dark Knight was released in 2008.
But, correction, Superman Returns was released in 2006. The Dark Knight was released in 2008.
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5:45PM on 01/20/2012
You are correct. Fixed. Thanks for the keen eye!
You are correct. Fixed. Thanks for the keen eye!
3:22PM on 01/20/2012
That's even worse than the last one. Just scrap this go back to the old shield and call it a day.
That's even worse than the last one. Just scrap this go back to the old shield and call it a day.
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3:19PM on 01/20/2012

BOOO!

I would prefer a new look with old style. I like the old logo, it's fine the way it is.
I would prefer a new look with old style. I like the old logo, it's fine the way it is.
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+4
3:16PM on 01/20/2012

Smells like Jim Lee.

Somehow I think it might of been Lee's influence for the change. Marvel's Heroes Reborn or DC's 52, he always seems to be involved in revamping things but not actually putting quality into the product.
Somehow I think it might of been Lee's influence for the change. Marvel's Heroes Reborn or DC's 52, he always seems to be involved in revamping things but not actually putting quality into the product.
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3:08PM on 01/20/2012
Here I thought the new pepsi logo and syfy's reinvention were unnecessary and bad.
Here I thought the new pepsi logo and syfy's reinvention were unnecessary and bad.
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2:46PM on 01/20/2012

NEW LOGO SUCKS ...

... plain and simple.
... plain and simple.
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2:37PM on 01/20/2012
The new logo looks like a "C" with a piece of paper being peeled off of it....stupid!!!
The new logo looks like a "C" with a piece of paper being peeled off of it....stupid!!!
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2:35PM on 01/20/2012

Change scares me.

Plus the new logo sucks ass.
Plus the new logo sucks ass.
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2:32PM on 01/20/2012
tidbit: DC characters, Marvel's storylines
tidbit: DC characters, Marvel's storylines
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2:30PM on 01/20/2012
Not good
Not good
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2:14PM on 01/20/2012

Interesting for sure

But I can't honestly say I like it. The original is far too iconic in my mind. Change isn't always a necessity.
But I can't honestly say I like it. The original is far too iconic in my mind. Change isn't always a necessity.
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