DC Comics unveils new identity

Landor has created new identities for DC Comics, the publisher of Batman, Superman and Wonderwoman, as well as its parent group DC Entertainment. 

DC Comics brand application
DC Comics brand application

The new branding has been developed by the Landor San Francisco office.

DC Entertainment identity
DC Entertainment identity

In both identities the DC element  has been given what DC Entertainment calls  a ‘peel effect’ – placing the D over the C, with a page-like reveal.

DC Comics identity
DC Comics identity

Nicolas Apariacio, executive creative director at Landor San Francisco, says the new identity is ‘dynamic and provocative’ and forms a ‘living expression which changes and adapts to the characters, story-lines and ways fans are consuming content.’

DC Comics identity
DC Comics identity

He adds, ‘The new identity is built for the digital age, and can easily be animated and customised to take full advantage of the interactivity offered across all media platforms.’

DC Comics brand application
DC Comics brand application

A roll-out will begin in March with new identities appearing on comic books, graphic novels and websites before DC Entertainment products are updated, including, film, television, interactive games and merchandise.

Hide Comments (4)Show Comments (4)
  • Chris November 30, -0001 at 12:00 am

    Don’t like it. Not one bit. I love the current logo—I liked it from the first moment I saw it. I thought it was perfect for DC’s identity. This new logo makes DC look like a wanna-be architectural firm. I hate it and it’s a big turn off for me.

  • James November 30, -0001 at 12:00 am

    Nice idea, the peeling back bit; I like the reference to the pages of the comic and I can understand its versatility. But I can’t help thinking the final solution leaves something to be desired. The peeled plane is too thin; next to the muscle-bound Superman (and any superhero for that matter) it looks completely inappropriate; it should look ‘unpeelable’. It’s the visual equivalent of saying ‘Use the Force, Luke’ in the voice of Charles Hawtrey! And if it had been peeled back, as is implied, why is the corner rounded off? All too soft, which is what superheroes aren’t.

    Not sure enough thought’s gone into the font, either, although its simplicity is right; maybe it could have had some kind of very subtle distinctive ‘DC comic-ness’; perhaps one or two letters could look like they’d sustained some collateral damage from a fight between a villain and a DC character -would have to be very subtle, like a dent or a piece chipped off the ‘D’ and ‘C’. Or something…..

  • David Roberts November 30, -0001 at 12:00 am

    I agree, If it aint broke dont fix it. I too consider the original brand to be iconic.

    The new logo looks like a logistics company.

  • Marty November 30, -0001 at 12:00 am

    I like the logo as a whole. But it does feel too soft with use of the peel – almost like it’s part of a water drip when blue.

    I love the ability to use just DC-CO for recognition.

    I think the main problem with this is that I love the old one and the amazement it gives me to see the production reel before a movie starts.

    Is it me or does it look like it belongs on a children’s tv network?

  • Post a comment

Latest articles