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New Logo for DC Comics / DC Entertainment by Pentagram



Noted May. 31, 2016 by Armin

Industry / Culture Tags /


DC Entertainment, home to iconic brands DC [Comics] (Superman, Batman, Green Lantern, Wonder Woman, The Flash), Vertigo (Sandman, Fables) and MAD, is the creative division charged with strategically integrating its content across Warner Bros. Entertainment and Time Warner. DC Entertainment works in concert with many key Warner Bros. divisions to unleash its stories and characters across all media, including but not limited to film, television, consumer products, home entertainment and interactive games. Publishing thousands of comic books, graphic novels and magazines each year, DC Entertainment is the largest English-language publisher of comics in the world.”

Design by

Pentagram (New York, NY; partner Emily Oberman)

Related links

DC Comics press release
2012 Brand New post

Relevant quote
“The launch of the new logo is the perfect tribute to DC’s legacy, exciting future and most importantly, our fans.” […] The new DC branding will be introduced immediately on various digital platforms, including DC websites, social media channels, DC All Access webseries, and DC All Access app and will continue to rollout worldwide across all DC content and products. One of the many benefits of the new logo design is its versatility to showcase DC’s iconic and timeless characters and stories across all media. Look for the new logo to come to life at key events in the coming months.

DC Comics press release

Images (opinion after)
New Logo for DC Comics / DC Entertainment by Pentagram
Logo evolution. (Image source)
New Logo for DC Comics / DC Entertainment by Pentagram
Logo detail.
New Logo for DC Comics / DC Entertainment by Pentagram
Rebirth cover.
Fan logo-as-window treatments.
Fan-made logo animation. Hmmm… where have I see this before?.
Fan-made logo animation.

You waited and your patience is about to NOT be rewarded. Unfortunately Pentagram won't be able to release any additional info or images so we'll have to make due with what little is available. Given the tone in which the dozens of tips have come into my inbox, I can sense a strong distaste for the new logo unleashing in the comments.

The previous peel-back logo by Landor was unexpected and broke with the tradition of DC Comics having minimal, badge-like logos going with a more FX-driven logo that paid off in its full-color executions. That logo now looks like a blip in the continuum of DC Comics logo as they return to a more "normal" logo and marks the third change in the last 11 years after using the same logo for, oh, 30 years. Sure, the comics industry, has changed but these drastic changes don't help the not-Marvel company.

The new logo is a throwback to the 1970s logos but with a new chiseled monogram that would look more in place with a University athletics team and their spiky, collegiate-blocky-lettering logos. There are hundreds of ways to render "DC" in a circle and this logo feels like a few ideas from those hundreds of ways got mixed into one. There are inner spikes, outer spikes, inner curved corners, outer slashed corners, and odd counterspaces all around. It's not a pleasant logo to look at and perhaps the best thing it has going in its favor is that it looks upset and mean, like a comics villain. The first thing I thought about when I saw the logo was Nite Owl from Watchmen (a DC Comics property, so not bad!). Some fans have taken a liking to the logo — a few fan-made logo applications below — and that's what matters. The logo has enough flat area to work with a logo-as-window structure and I'm sure we'll see that eventually in one form or another in official applications. I'm not a fan of the new logo but I don't hate it or even dislike it; it's more like emotionless ambivalence, perhaps exaggerated by the feeling that in five years they'll change it again.

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Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Bloomington, IN.

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