New look to showcase portfolio across media, merchandise

Warner Bros.’ DC Entertainment has launched a new logo to showcase its portfolio of brands, stories and characters across all media platforms and merchandise.

The modern new version of the DC moniker includes a similar new look for DC Comics, as well.

“It’s a new era at DC Entertainment and the new look reflects a dynamic, bold approach while at the same time celebrates the company’s rich heritage and robust portfolio of characters,” said John Rood, executive VP of sales, marketing and business development for DC Entertainment. “It was just a few months ago that Superman, Batman and many of our other Super Heroes were updated when we launched DC Comics — The New 52 and now it’s time to do the same for the company’s identity while remaining true to the power of storytelling which is still at the heart of DC Entertainment.”

Brand consultancy and design firm Landor Associates developed the new identity. Firm came up with the design to incorporate DC’s other brands like Vertigo and MAD, as well.

The design uses a “peel” effect with the D strategically placed over the C with the upper right-hand portion of the D peeling back to unveil the hidden C — symbolizing the duality of the iconic characters that are present within DC Entertainment’s portfolio.

“It was our goal to capture DC Entertainment in a dynamic and provocative identity,” said Nicolas Aparicio, executive creative director at Landor’s San Francisco office. “Our solution is a living expression which changes and adapts to the characters, story lines and the ways fans are consuming content. The new identity is built for the digital age, and can easily be animated and customized to take full advantage of the interactivity offered across all media platforms.”

New logo will begin to appear on comicbooks and graphic novels, as well as websites in March and roll out on films, TV shows, videogames and merchandise throughout the rest of the year.

The logo will also change to fit the characteristics of the company’s superheroes, with one version glowing green, for example, to represent the Green Lantern.

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