After a trademark filing went public resulting in intense fan reaction and general curiosity from the comics industry, DC Entertainment saw the final take on its new logo hit the web today. Media and design website Fast Company revealed the final version of a new mark for DC — one whose animated nature reveals a variety of effects, design elements and other colorful twists on the logo.
In the story, the site plays up secret identities and superpowers as the new visual cornerstone for DC Entertainment. The logo, which was reportedly in the works for nearly a year, will debut on comic book covers this March. On the heels of that will be a new DC Entertainment website which will focus on the company’s entire slate of media offerings, expanding beyond its comic publishing line.
“We didn’t want a static logo, but a living identity that could capture the power of our characters and storytelling,” DC SVP of franchise management Amit Desai said in the story. “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.”
The peel-back logo replaces the “DC Spin” which was introduced in 2005 to much fanfare as it replaced the “DC Bullet” which had been in place since 1977. Like most big changes in comics, the leak of the new logo was met with some resistance from readers and bloggers. But DC reportedly tested the new mark with focus groups to their satisfaction. “This was the top performing concept across all consumer segments,” Desai told Fast Company.