Marvel has become one of the most dependable brands in cinema. The name has signified quality to comic fans since the 1960s and thanks to the explosion of superhero movies in the early-2000s, has become a blockbuster mainstay. However, ever since the company started making their own films starting with 2008’s Iron Man, it’s become something more: a stamp of quality and a sign to audiences that the movie is part of the massive and beloved Marvel Cinematic Universe.
That recognition passes over to the logo – the big, comic-book style font on a red background. Up until last year, the films had been using that just with “Studios” simply written along the bottom. At SDCC 2016, however, they revealed a new look logo (complete with a flashy animation) that distinguished the filmmaking arm from the rest of Marvel Entertainment and is set to be used on all their projects going forward. This simple design was mostly praised for its distinctiveness and faithfulness to the core company logo that Marvel has had for decades.
It turns out that wasn’t the only potential design, though. Experience Perception, the company behind the new Marvel logo, has shared twenty alternate versions they made, giving some insight into the redesign process. You can see the highlights in the gallery below and check out the full collection on Imgur.
There’s quite a lot of variety in the different logos, with several core design groups: there’s some with each word on a new line and plenty of variations on the final take (including a pretty nifty if cumbersome one with angled text). These recurring ideas and little motifs – the lines capping the “Studios” and grey on white text – give an idea into the brief that Marvel gave Experience Perception.
The best one is probably the classic “Marvel” in a white box with “Studios” subtly written in the corner, although that is a little too close to what was used before and thus not as striking a redo. The purpose of the logo change was, after all, highlight the different parts of what is now a massive multimedia company. With that in mind, the one they ended up going with is probably the best angle.
That finished version is going to get a lot of use; Marvel is upping their output to three movies a year in 2017 and with excitement for those films (as well as those further down the line) increasing by the day, it doesn’t look like they’ll be slowing anytime soon.