Some people complained when DC replaced the famed “bullet” logo with this one. Frankly, I prefer this one. It’s flashy without being gaudy. However, we all have our preferences. Not that it matters anymore. This logo is going away, if a recent trademark filing by DC Entertainment is any indication, and only 6 years after its introduction. While Bleeding Cool has their theories as to why they’re changing it, there has been no official word as to why the change is occurring, or at least nothing on their “Source” blog. We do have the new logo for the New 52. And like most of the comic logos for the New 52, it’s as bland as possible.
Beyond the new face of DC Comics and DC Entertainment.
That’s what we’re supposedly getting. Wow is that stupid. The “DC Comics” wording (just replace “comics” with “entertainment” for the TV/movie stinger) is as lifeless if not more so than a lot of the comic logos right now. But the actual “DC”? I would give them credit for finding a way to mix the “D” and “C” except they didn’t actually do that. I guess the “D” is peeling like a sticker to reveal the “C” (which has brought its share of jokes) but all you notice is the “C”. It’s just pathetic.
Now, Bleeding Cool‘s theory aside (based on a failed attempt by DC to sue skater shoemaker DC Shoes that backfired and frankly I don’t think they look ANYTHING alike), I can understand wanting to upgrade a logo except that this new logo is not only a step backwards but is worse than the old “Johnny DC” logo. It’s as I said lifeless and shows no innovation or excitement. (Insert New 52 joke here.)
I recently updated my own site logo and Devil’s Due announced a new logo, and I didn’t even know they’re still active. I see products in stores altering their logos and packaging all of the time lately. However, I wanted to put a little more style into the logo and this has actually less style than any DC logo ever. I could design a better logo. In fact, my Reviewers Unknown colleague, Doug “Test Zero” Hancox, has been designing new intros and logos for other RU video reviewers. He’s currently unemployed and could do a better job in his sleep, so DC should consider hiring him to fix their logo. For that matter, they should have him work on the comic logos too because except for the Batman-group logos (wonder why) most of them are the blandest things possible. They don’t pop out or call to the readers. They don’t grab your attention and the new company logo is the worst of the bunch.
Now since this is a trademark filing and not an official announcement by DC Entertainment, it’s possible this is just a corporate logo, branding for inside newsletter, stationary, or something else. I’m waiting to hear some official word, but this would be a bad idea to put on the actual media. This isn’t the biggest news from last week mind you, just the one I had time to write about today. They’ve announced some cancellations and new titles that are definitely happening, to keep the main line ongoings at 52. We’ll discuss these changes this week as well.
some other commentaries on the new logo
- the original Bleeding Cool announcement
- A Designer’s Take on DC Comics/Entertainment’s New Logo (wired.com)
- DC Comics: New Logo? (comics.gearlive.com)
- DC Comics Gets a Nice New Boring Logo **Yawn** (geekasms.com)
- New DC Comics Logo of the Day (geeks.thedailywh.at)
Here’s an interesting quote from comments in the last link that just made me think.
If it’s blue and white I guess it’d be acceptable, but I still don’t like it. A proper DC logo must be circular. Marvel is rectangular, DC is circular, that’s how it’s supposed to be. – Jackie
Is this proof that DC is still continuing to mirror Marvel instead of doing what DC does best? Someone also thinks it’s by the same guy who turned Sci-Fi into SyFy. I disagree, the SyFy logo has more style unless he knows for sure it’s the same guy. At any rate, I’m filing this under the “Death of DC” category. It’s that bad an idea.
EDIT: Thanks again to Bleeding Cool we know what they plan to use the logo for. I swear comic, TV, and video games are in there someplace.
BW Media Spotlight 
I wonder if they plan to pack the C with great comic action. That would make it a little bit cooler, but I really think that it stinks.
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That top logo is a prime example super lame, web 2.0 action swoop that pretty much dominated every logo made during the time. It’s extremely dated. I don’t like it at all. I think the new logo (with the personalizations to each comic http://io9.com/5877727/behold-the-new-dc-comics-logo) is much better, but the old 1976 logo is probably the best and most recognizable. Definitely would have been happier if they re-integrated that theme…
that said…in the grey and black, I think the new logo is boring and uninspired…follow that link to see the personalizations and i think that gives it a whole new life…
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I’ve seen it and will go into it sometime next week. Basically, it’s the same lifeless logo with better colors. It MIGHT work better for interactive projects or where it can move but on covers and packaging it doesn’t have any style to it.
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I always liked the 1976 Milton Glaser designed DC “Bullet” mark and was sad to see it go back in 2005. The 2005 mark grew on me, though and I came to really like it. This new mark is pure $#!+, though. It looks like it was designed by someone who has no idea what comic books are and what they are about. This is the same “haute design” trend that is permeating today’s media, which is for the most part, bland, boring and painfully derivative. The fact they felt it was necessary to lock up the new mark with a text logo treatment just shows how weak it is. The new mark cannot stand on its own and convey to the audience what it represents. Major fail! This rates right up there with the GAP’s logo re-imaging debacle from a few years back and JC Penney’s newly minted and craptastically executed “JCP-inna-box” campaign. I say bring back the 2005 logo for the mass market and let the DC Entertainment mother ship go get there own visual identity.
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I think my biggest problem with some of the company designs these days is that they’re uniform, like they’re afraid to stand out in case someone thinks they’re silly. Instead, it becomes boring.
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