I admit I was highly skeptical of DC Comics’ plan to relaunch its entire line of comics as the so-called “New 52.” Relaunches – or, as I refer to them, “excuses to print a new issue No. 1 – a more than a dime a dozen, and never seem to last even a dozen years anymore. But reading the revamped line has led to some pleasant surprises. However, DC’s latest attempt to change its logo is a total flop, in my opinion. The instant I saw it I christened it the “DC Scab,” because that’s exactly what it looks like!
Seriously, there is nothing inspired about the newly unveiled logo. Instead of looking clean and bright, the new image looks decrepit and literally peeling. Apparently that was the intent: It’s supposed to look like the D is peeling back to reveal the C – but why? Who wants a corporate logo that reminds people of peeling paint? I look at that logo and I see a company that’s been around forever – and looks its age. That image conjures a company from the last century; one lagging behind the times today. Why go to the time and expense of rebranding unless you come up with something that’s a massive improvement… something that’s going fire the imagination of the fans.
Clearly, this plain, dull typography has nothing to do with comics, which are all about action and adventure and stories. The last version of the logo – the so-called “DC Swirl,” was panned when it was introduced, but at least it had a sense of motion. Eventually people began to like it as they saw it animated in front of movies and TV shows – and the logo felt undeniably kinetic. This newest logo just lays there. It looks like something a shadowy holding company would use because its business it indefinable. But DC Comics makes comic books – and damn fine comic books that deserve better than this.
About the only positive things I can say regarding this logo:
- “DC” is spelled correctly
- Presumably it can be different colors to match the cover it
gracesdisgraces
If DC wants to improve relations with its existing fan base at a time when it appears to be doing everything possible to alienate veteran fans – seriously, dumping/rewriting continuity again? – in pursuit of potential new readers, why not revert to the “DC Bullet”? The new readers won’t recognize it because it hasn’t been part of DC’s branding for years, but long-term fans will appreciate the reference to more halcyon days. (The wonderful bullet was created by Ira Schnapp, who also designed the indelible telescopic logo for Superman and Action Comics’ art deco lettering.)
This disastrous change is probably just more proof of the old saying, “If it ain’t broke, don’t fix it – unless you’ve got a big department and need to justify your budget by coming up with alleged ‘improvements.’” The reason for the wording underneath is clear: One cannot simply look at the logo and discern that it’s supposed to be a D and a C.
Let’s hope DC is just sending up a test balloon, and the ensuing fan firestorm will prompt it to back off. Cooler heads may yet prevail. We’ve been told that DC has applied for trademark protection for the image to use on comics, T-shirts, toys and practically anything else you can name, but it’s not too late to rethink actually using it. After all, nothing is set in stone…
Mr. Schumer, I agree about the upper right being the most visually appealing.
Too bad I can’t think of any words that could fit in a modernized (or even retro) version of that logo today.
DC Universe Comics?
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First off, robb–call me arlen! 2nd–re: updating the classic schnapp-designed DC bullet–with a little modern tweaking, a good graphic designer–and a client who trusted them–would treat this DC bullet as the american pop culture icon that DC doesn’t even realize it IS–as recognizable to generations as the coke can or the IBM logo–and maintain the original integrity of ira schnapp’s brilliant original design! Remember when wartner bros dropped their classic shield logo in the ’70s–and then saner heads prevailed and they brought it back a decade or so later? Hey DC–I’m available! 🙂
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Great Joe–and y’know, there’s only ONE piece of what I’d call “good graphic design” in that group sheet you’ve posted–it’s the bullet logo by Schnapp in the upper-right corner!
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Joe–great blog on the subject of DC’s terrible new logo, which suggests “peeling” when you don’t “peel” a comic book, you TURN its page! It doesn’t even suggest anything digital either; peeling=digital??? But you should clarify that the red DC bullet logo you show here was NOT designed by Ira Schnapp–you’re showing the jenette kahn-hired milton glaser’s ’76 redesign, which is a surprisingly bad, phoned-in logo from one of the acknowledged masters of 20th century graphic design. Nope, that appellation should also apply to schnapp, who not only designed the classic DC bullet logo you didn’t show, and every significant DC logo & house ad from ’38-’68, but, pre-DC, with his european family’s stonecutting background, designed the famous “neither rain nor sleet…” roman lettering engraved atop Penn Station’s post office in NYC!
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Thank you, Arlen, for pointing out my…er, “misfire” on the DC Bullet logo! I have removed it.
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