80 years is a lot of history, roughly equivalent to that of the average human lifespan. Detective Comics (or DC) has survived major recessions, the 1954 comic book hearings (which resulted in the Comic Code Authority), eras of floundering sales, and mediocre Batman V Superman: Dawn of Justice reviews. Its titles, such as Superman, Wonder Woman, and Batman, have become worldwide icons and are headliners in DC’s attempt to create a cinematic universe. One of the keys to DC’s success from the Golden Age of superhero comics through the Information Age and beyond is reinvention.
DC and its competitor, Marvel, have been willing to recreate and reinvent themselves to survive and thrive in the modern world. It now appears the comic book impresario has renewed their look once again.
At the dawn of DC’s Rebirth and the expansion of the DCEU and TV EU, the comic book titan has redesigned their logo yet again. DC announced its new look would coincide with their further expansion into the film and television realms. Amit Desai, DC’s Senior VP of Marketing and Global Franchise Management, says the new logo is a “perfect tribute to DC’s legacy, exciting nature, and most importantly, our fans.” He also expanded on upon the company’s redesigned logo:
“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. DC is home to the greatest Super Heroes and Super-Villains, and the new logo has the character and strength to stand proudly alongside DC’s iconic symbols.”
The new logo, developed in concert with design consultants Pentagram, also coincides with the relaunch of the DC comic book line. DC Universe: Rebirth #1, written by Geoff Johns is slated to release on May 25. The newest emblem will debut on the first issue of a series that will represent “the next chapter in the ongoing saga of the DC universe.” Johns, DC’s Chief Creative Officer explores the new look of the comic giant:
“I’m very proud that REBIRTH will be the first comic book published with the new DC logo. To me, REBIRTH and the new DC logo are built on what’s come before while looking to what will come tomorrow. I can’t wait for people to see it on the cover.”
From this point forward, all of DC’s properties will embody the new look, including their website. DC and competitor Marvel have both gone through a handful of logo redesigns throughout their existence. DC’s new insignia embodies aspects of their classic design, including a back-swept 'D' serif which is reminiscent of their classic 1940s era logo. The more modernist typeface seeks to emphasize their forward-looking prospects, while using a blockier font that hearkens back to their classic '70s style.
Of course, careful consideration, months of planning, and focus groups aside, fans will be the true measure of the new logo and Rebirth’s success. Some are bound to find the new logo disappointing, while others will appreciate its more Millennial appeal, (e.g., a slightly sexy postmodern design with an eye towards nostalgia). What do you think of DC’s new look?
DC Universe: Rebirth one-shot will be released on May 25th, 2016.