In the world of logos and corporate branding, DC Comics may have fallen asleep at the wheel with their latest logo redesign. Gone is the star and the circle or swirl. While it’s understandable that their classic logo may have been confused with the DC Shoes Logo that also featured the two letters with a star. Bleeding Cool reported that DC Comics and DC Entertainment would be getting a new logo this year and sound the trumpets, it has arrived to uninspiring results.
The new logo has been submitted for trademark protection and is being registered for all kinds of merchandising. It appears that because it’s being submitted for trademark the official logo lacks any color and ultimately when it will be used, any color can be applied. For those still staring at it and scratching their heads, it’s the letter “D” that’s being either folded down or peeled back to reveal a letter “C”. I also don’t like how the words are stacked on top of each other, left justified with the logo instead of one line for the DC Comics logo. The DC Entertainment logo is especially awkward since “Entertainment” runs twice as wide as the logo itself.
The current DC Comics logo was redesigned back in 2005 and was met with mixed reactions but I found myself immediately drawn to its action swoosh and slightly contemporary font choice. I realize that the pictures of the new logos lack color but it still feels so cold and lifeless. The peeling image to me conveys the flipping of comic book pages, but that’s only because I know this is the DC Comics logo. Take the text away and what do you have? A logo should speak on its own and communicate something on its own. That’s how powerful a good logo can be. Perhaps they want to say that something lies beneath the surface, or are they one thing, but actually something else? If this was a billboard, it looks like they didn’t use the right adhesive to cover up the previous advertisement. I’m being a little facetious but I’ve seen investment firm logos with more pop to them.
As someone who has a graphic design background, I can understand an effort to re-brand and head towards a new era of the company with a new identity. This though seems like a step backwards into a corporate cold feel that does more to obscure what the company is than it does to shout it out proudly but, hey, that’s just my opinion and I am a design nerd so logo designs are very near and dear to me. Maybe this is just the static version of the logo and when it appears before a movie or an animated film then it will feature a full D and an animated flipping of the corner to reveal the C. I guess we’ll find out.
What do you think of the new logo?