Although some websites prefer not to use sources, it is our policy at The Beat to link away. Thus we can confirm that it is indeed true that Warners has applied for trademark registry on a new logo, as you can see above.
The trademark is in black and white so that any color can be applied. “Color is not claimed as a feature of the mark. The mark consists of the letter “D” flipping back to reveal the letter “C” and DC ENTERTAINMENT.”
To be honest, when we first thought this, we suspected it was a new logo for DC shoes.
As others have commented, this “peel back” logo makes the much-mocked swish — introduced in 2005 — look like the Milton Glaser-designed original in terms of readability.
In other words: we hates it.
While the filing in itself does not mean that all DC products will soon carry this logo — perhaps it is only provisional — a partial list of categories that the logo is trademarked for makes you think, yes, they are serious.
DC DC ENTERTAINMENT Goods and Services IC 030. US 046. G & S: Cookies, bases for making milkshakes, breakfast cereal, bubble gum, cake decorations made of candy, chewing gum, frozen confections, crackers, frozen yogurt, ice cream, pretzels, peanut butter confectionery chips, malt for food; soybean malt; malt biscuits; sugar confectionery, namely candy, candy bars, candy mints, candy coated and caramel popcorn, and candy decorations for cakes; edible decorations for cake; rice cakes; pastilles; pastries; biscuits and bread; coffee beverages with milk; cocoa beverages with milk, chocolate-based beverages, coffee and coffee-based beverages, cocoa and cocoa-based beverages; tea, namely, ginseng tea, black tea, green tea, oolong tea, barley and barley-leaf tea; meat tenderizers for household purposes; binding agents for ice-cream Mark Drawing Code
Goods and Services IC 029. US 046. G & S: Processed and dried vegetables; processed and dried fruits, processed ginseng; raisins, fruit salads, fruit jellies, marmalade; preserved onions, preserved olives; crystallized fruits; vegetable and fruit juices for cooking; jams, chocolate nut butter, cocoa butter and peanut butter; canned fruits and vegetables; pickles; soybean-based food beverage used as a milk substitute; frozen fruits and vegetables; potato chips; processed and dried meat; meat; milk; seafood; and margarine Mark Drawing Code
Goods and Services IC 021. US 002 013 023 029 030 033 040 050. G & S: Glass, ceramic and earthenware goods, namely, bowls, plates, coffee cups, and cups; beverage glassware, namely, jugs, mugs and drinking glasses; sugar and creamer sets; infant cups; cookie jars; ceramic, glass and china figurines; toothbrushes; non-electric coffee pots not of precious metal; lunch boxes; lunch pails; wastepaper baskets; ice buckets; plastic buckets; shower caddies; cake molds; serving utensils, namely, pie servers, cake turners, spatulas, scrapers, and cake servers; canteens; plastic coasters; thermal insulated containers for food or beverages; cookie cutters; cork screws; water bottles sold empty; decanters; drinking flasks; gardening gloves; rubber household gloves; and dinnerware, namely, paper plates and paper cups
Services IC 024. US 042 050. G & S: Bath linens, namely, bath towels and wash cloths; bed linens, namely; bed blankets, bed canopies, bed pads, bed sheets, bed spreads, pillow cases, comforters, duvet covers, mattress covers, dust ruffles, blankets, throws, crib bumpers, and pillow shams; textile wall hangings; curtains; draperies; cotton, polyester and/or nylon fabric; linen; kitchen linens, namely, barbecue mitts, cloth napkins, dish cloths, fabric table cloths, kitchen towels, fabric place mats, oven mitts, washing mitts, fabric table runners, pot holders and cloth coasters; handkerchiefs, quilts, and golf towels
Would you wear oven mitts emblazoned with this logo?
The range of products being filed for suggests to us that maybe this is just for tags or something.
Oi, if only.
Heidi MacDonald is the founder and editor in chief of The Beat. In the past, she worked for Disney, DC Comics, Fox and Publishers Weekly. She can be heard regularly on the More To Come Podcast. She likes coffee, cats and noble struggle.