Detecting DC’s reasoning for a new identity

January 23, 2012

DC Comics has announced a new identity and logo architecture that looks to be rolling out in spring. The teaser images being posted all over the Internet show potential. Will DC’s new positioning measure up to their new image? I certainly hope so.

With DC’s arch-nemesis Marvel continuing to expand in multiple media outlets, it’s no surprise DC is evolving their identity. What that identity will be though, is still a bit vague. Their new logo seems to focus on the heritage and equity built within the various characters and series DC owns, rather than any nods or acknowledgements to previous logo incarnations. I can only presume that there was solid reasoning behind this and that it will be revealed in time.

Will their new identity and context-centric logos better consumer experience? Perhaps. My initial reaction to the new logos was...less than favorable. Taking the time to think about it semi-rationally, I can wrap my head around why a primary logo design with rotating colors for specific comics (think blue for Superman, red for Flash, green for Green Lantern, etc.) helps build character; pun not intended.

DC Comics logos

Looking at the mockups revealed so far, I’m having trouble identifying just what series some of them are connected to. DC’s character gallery is incredibly diverse, leaving some of these logos open to interpretation, at least for me. A glowing green logo is meant for Green Lantern. Fine. What about Green Lantern Corps, Green Arrow or another series I’m not familiar with green-obsessed costumes? How will those logos be differentiated?

I’m hoping there’ll be a DC logo library, linking specific logos to corresponding DC series or characters. Diehard fans may have little trouble identifying which logo goes with which series, but not all fans are created equal. New fans may not understand the significance of the different logos.

I sincerely hope that DC will communicate to their consumers with clear positioning even non-active readers like myself can appreciate and enjoy. Will it stop my interest in any of their series or offerings in general? Not likely. The DC universe is bigger than just their logo, but even the best superhero needs an appropriate costume or alternate image. Let’s hope that DC Entertainment has chosen wisely and will tell us their new backstory and positioning over the next few months.

By March, the new logos should be rolling out on comic books and merchandise. Will DC have found itself by then? Will they let us consumers know? It would definitely help ease the transition of identities. I’m looking forward to see how this plays out.

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