DC going forward with new logo. More variations revealed. (UPDATED!!!)
Jan 19, 2012 by     13 Comments    Posted In: News, Previews

Despite the abundant negative feedback, DC stands by their new brand design.  Fast Company interviewed DC Entertainment executive vice president on the subject and showed us how the logo will be used in other media. Perhaps fans will warm to the idea now? 


First let’s take a look at some images of how the logo will now be used.



Rood reveals a lot about DCE’s intent with this new brand.

Here are yet more examples of potential usage.


“It wasn’t as obvious to the rest of the world as it was to the comic fans that Batman is from DC Comics or Sandman is a Vertigo character. 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. We didn’t want a static logo, but a living identity that could capture the power of our characters and storytelling,”

Read the full story here. 

Updated with more context.


13 Comments Add Comment

  • Chance Peterson January 19, 2012 at 12:14 pm

    Still not that great to me. It’s kinda cool for them to try capturing their characters in the design but when I can only tell 2 of the 6 I’m not sure how successfully they are achieving it.

  • nisav January 19, 2012 at 12:31 pm

    Flash and lantern are the obvious ones. Is the bottom left one suppose to be the watchmen? And bottom right is batman.

  • chipreece January 19, 2012 at 12:40 pm

    These look pretty cool, but something gets lost here…the top middle doesn’t look good, at least on black background. Bottom Right and top right are my favorites.

  • Jason Newcomb January 19, 2012 at 1:02 pm

    I like that they are subtle and don’t hit you over the head.

    They would be obvious depending where the logo is. If the top left logo is on a Superman book, you’ll know immediately that it relates to “Man of Steel” and the next one over on a catwoman video game, you know right away that it’s wrapped in a leather whip.

  • Jason Newcomb January 19, 2012 at 1:59 pm

    I love how it looks on the trade dress! http://dcu.blog.dccomics.com/files/2012/01/15_h4uml2utzcy9u2pbt34.jpg

  • Tim Morse January 19, 2012 at 2:15 pm

    I think this a poor marketing decision by DC Comics. Why add the heroes to the logo? Why not just have one, uniform logo to represent the entire company? Even with the character elements added to the logo, it still feels very bland to me. And adding Watchmen to a logo? Why? Are they going to be doing more with the series, or just rehash it time and time again? Bad idea all around if you ask me.

  • Jason Newcomb January 19, 2012 at 2:44 pm

    Watchmen prequels have been announced.

    I like the idea of a logo that stays the same design but gets a different “treatment” depending on application. It’s nothing new and has been used successfully by big brands in the past. Aol, is a recent one that rebranded in this manner and Coca cola has done similar things.

    Those are two that come to mind immediately.

  • Martell January 19, 2012 at 3:15 pm

    I was largely against the idea at first… but with the colur scheme and explanation.. It’s growing on me… More on the logo change here: http://martelljt.wordpress.com/2012/01/19/dc-entertainment-unveils-future-brand/

  • Chip Reece January 19, 2012 at 4:06 pm

    Speaking of your last comment Jason…Google seems to have a different logo everyday.

  • Jason Newcomb January 19, 2012 at 4:08 pm

    Yup. It’s not a good strategy for a new brand but established get to play around a little more.

  • hfuller January 19, 2012 at 8:39 pm

    I am starting to really like these

  • Jason Newcomb January 19, 2012 at 8:43 pm

    I love how the comic book are all issue #708.

  • Chance Peterson January 20, 2012 at 12:10 am

    I think it looks even worse actually on the single issues.