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DC Entertainment Reveals Its New Identity

by: Susan Karlin

DC Entertainment serves up a sneak peak at the next step in its evolution as a multimedia entertainment company, with a new brand and interactive logo that celebrate its long history of secret identities, superpowers, and storytelling.

And now for the reveal.

If there is a common thread through most DC characters, it’s the concept of secret identities--Superman as Clark Kent, Batman as Bruce Wayne, Green Lantern as Hal Jordan. And no one knows who’s under the “V” mask.

DC Entertainment plays on that theme with its modernized, digital-friendly logo and brand campaign, which it unveils today and will begin appearing in March. The new overarching concept embraces the DC Entertainment corporate identity--which comprises publishing, media, and merchandise. That includes the three publishing imprints--DC Comics (superheroes), Vertigo (edgier fare), and Mad Magazine (humor)--plus movies, TV shows, video games, DVDs, and merchandising, most of which are distributed by Warner Bros. Thematically, the new look and feel imparts a sense of great storytelling, appeals to all ages, and is flexible across media, digital platforms, and characters.

“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,” says John Rood, DC Entertainment’s executive vice president of sales, marketing, and business development. “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.”

The brand ID is most whimsical in its malleability--particularly the logo’s animated ability to mold to the properties, characters, and media, especially in the digital space, where it becomes interactive.

“We didn’t want a static logo, but a living identity that could capture the power of our characters and storytelling,” says Amit Desai, senior vice president of franchise management. “What is special about DC content is the notion of a dual identity. When you think about our DC Comics superheroes, there’s a secret identity. When you think about Vertigo, it’s this notion of good vs. evil in many of the stories. And so, in addition to flexibility, the new logo communicates this idea of dual identity: There’s more than meets the eye. You have to take a closer look to understand the richness of our characters and stories.”

Hence, the reveal aspect of the corporate mark.

The “DC” logo reads as a “D”-shaped page that pulls back to reveal a “C” that could either be an obvious letter or infused with elements of a property or character. Digital devices (computers, tablets, smartphones, touch-screen displays, gaming consoles) will enable users to peel back the “D” to expose a character, image, or story. The “C” can be customized to the colors and qualities of the property it’s promoting: silver and gray for the corporation, blue for DC Comics, or--as suggested by the graphic below--sparks for The Flash, green for Green Lantern, or a mist for Batman. All are unified by a common font--the serendipitously named Gotham Bold.

The logo’s adaptability will facilitate a fresh and innovative way to reflect ongoing corporate and creative initiatives. “The peel element can tie back to the storytelling content or character we’re showcasing, and leverage those colors,“ says Desai. "The 'C’ can be a vessel to showcase stories and character. It’s unexpected, requires a little thnking and some storytelling behind that mark.”

The new branding effort--spearheaded by Rood and Desai, in partnership with global branding consultants Landor Associates, and nearly a year in the making--continues the DC Entertainment revamp that began two years ago with the appointment of president Diane Nelson to put together the company, and continued with the hiring of co-publishers Dan DiDio and Jim Lee, and chief creative officer Geoff Johns, Rood and Desai, as well as the launch of last September’s successful The New 52 campaign that revised DC’s 52 comic book titles with new number one stories, redesigned costumes, and same-day digital publishing. Rood and Desai spent most of last year talking to the various DC and Warner Bros. divisions, and conducting focus groups of fans and specific demographics. “This was the top performing concept across all consumer segments,“ says Desai.

The company will implement the new identity and logo in phases, with comic readers seeing it on books and graphic novels in March. In addition, Desai is building a new website that will showcase all DC properties, not just publishing, as it does now, and take full advantage of the logo’s interactive capabilities. Throughout the year, it will begin appearing on consumer and home entertainment products, TV and film graphics, games, and packaging.

I think this look good on digital comics but keep the old one for the regular comics.

Right..as I've mostly lost interest I'm not one to judge. I only bought a couple before the change and I only buy a couple now.

Did you really move to Denver Rex? A guy stays away for a few months and the world changes...

I doubt anyone actually likes the ne DC logo, other than the misguided sould who commissioned it.

At least two people have said it looks good on digital media. If you're not going to read the thread, don't reply to it.

In Wanky Boy's defense, he has pretty much everyone on Ignore, so he probably didn't see those comments. Well, everyone but YOU.

A couple months ago, I told Pro his posts were unworthy of response.
I softened that in the days after to his being unworthy of serious response.
And gradually just began responding again, unselectively.

Likewise Iggy has lowered himself by cheering pro on.
And though it's usually not directed at me by name, JLA likewise cheers Pro on.

Perhaps that is the only way to stop the bad behavior on their part. By completely ignoring it, as unworthy of even reading.

Only Rex, Prometheus, MisterJLA, MEM, K-Nut, Rob, SoM, Mxy, thedoctor, Grimm, Lothar, Captain Sweden, Sammitch, and Iggy.

For reasons clearly stated.

Is it because I made you cry?

Poor Dave.

New logo doesn't bother me as logos don't define my enjoyment or non-enjoyment of the book.I will say that using different designs for the "C" for the books is kinda cool.It is something though that they went for a new logo so soon after they made a big deal with the last change,but I suppose that since these days,comics are now more prevalent in media,that they come up with something that reflects this. Also I'm still enjoying the bulk of the "New 52". The whole thing is still a "win" with me and I'm enjoying reading characters that haven't had a book in years or at all.I understand why books are cancelled but OMAC and Hawk & Dove I will miss.....God help me but I was enjoying Lifeld on that book and was actually looking forward to him writing and drawing the title.