And here’s the official word and examples of treatment. Looks like the Vertigo and MAD logos have been adjusted to include the Gotham-lettered branding for now.
Now that we can see the actual treatment, it’s clearer how “the Peel” works as a symbol as opposed to a readable name—so even with the peel, the lettered DC Comics part is included. On that basis alone the peel works a lot better.
Ultimately what all this says is how design has expanded to include so many other elements of branding. A logo has to open a movie, represent an app, start a video game and not just sit there and look amazing on the page. You don’t get any better than Milton Glaser, the designer of the Bullet logo and a legend of design…but his approach doesn’t work for current media, either.
So…moving on! How about that WATCHMEN 2 logo?
DC Entertainment, a Warner Bros. Entertainment company and home to iconic brands DC Comics, Vertigo and MAD, revealed today a new brand identity. The new identity is reflective of the company’s mission to fully realize the value of a rich portfolio of brands, stories and characters, distinguished by incredible breadth and depth across publishing, media and merchandise. A new logo for DC Comics was also introduced, closely aligning with DC Entertainment’s new mark.
“It’s a new era at DC Entertainment and the new look reflects a dynamic, bold approach while at the same time celebrates the company’s rich heritage and robust portfolio of characters,” stated John Rood, EVP of Sales, Marketing and Business Development for DC Entertainment. “It was just a few months ago that Superman, Batman and many of our other Super Heroes were updated when we launched DC Comics – The New 52 and now it’s time to do the same for the company’s identity while remaining true to the power of storytelling which is still at the heart of DC Entertainment.”
DC Entertainment worked with Landor Associates, one of the world’s leading brand consulting and design firms, to develop an identity that creates a visual connection among the company, its three brands DC Comics, Vertigo and MAD and its vast array of properties as well as celebrates the power of the company’s stories and characters. The design of the new DC Entertainment identity uses a “peel” effect – the D is strategically placed over the C with the upper right-hand portion of the D peeling back to unveil the hidden C – symbolizing the duality of the iconic characters that are present within DC Entertainment’s portfolio.
“It was our goal to capture DC Entertainment in a dynamic and provocative identity. Our solution is a living expression which changes and adapts to the characters, story lines and the ways fans are consuming content,” explains Nicolas Aparicio, Executive Creative Director at Landor’s San Francisco office. “The new identity is built for the digital age, and can easily be animated and customized to take full advantage of the interactivity offered across all media platforms.”
The new brand identity will come to life across all consumer touch points in order to create a clear and consistent message in support of DC Entertainment. The new identity will begin to appear on comic books and graphic novels as well as new websites in March. Consumers will also see the new identity rolled out over time on other DC Entertainment products from Warner Bros. including film, television, interactive games and merchandise.
“We believe our new brand identity will strongly resonate with our loyal fans who will want to proudly express their affinity for DC Entertainment and their passion for their favorite stories and characters, this new look allows them to easily do this. In addition we were excited to update our identity, it’s not often a company gets to revisit something as important as its brand and we took the opportunity to make sure it represented the multi-media business we set out to build with the formation of DC Entertainment,” said Amit Desai, SVP of Franchise Management for DC Entertainment.