Pentagram partner Emily Oberman has created a new identity for DC Comics, which looks to reconcile the traditional elements of the brand with the need to look more modern and pared back.
Marking 80 years of the DC universe, the iconic brand is launching its new logo on 25 May 2016 on the cover of DC Universe: Rebirth Special #1 – the latest comic written by writer and DC Entertainment chief creative officer Geoff Johns.
The idea of looking to the past and the future is also one that permeates Johns’ new comic. He says, “It brings back what has been lost: the legacy of the characters, the love and the hope of the DC universe.”
In keeping with Rebirth, DC’s new logo attempts to mix traditional and modern aesthetics with its clean, symmetrical feel.
The logo borrows heavily from the simplicity of the 1972 logo – the first DC identity to drop wording from its image – as well as incorporating the serif ‘D’ from the 1940s logos. The 2012 ‘Peel’ design appears to be nowhere in sight.
DC’s new identity will be rolled out across all of its platforms in order to maintain brand unity as the DC universe continues to expand. These platforms include DC websites, social media channels, DC All Access web series, and DC All Access app and all worldwide DC content and products.
DC Entertainment senior vice president of marketing and global franchise management, Amit Desai, says: “While comics continue to be the heart and soul of DC, the brand has evolved to now stand for powerful storytelling across so many different forms of media.”