{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.


That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.


Sorry about this, there is a problem with our search at the moment.
Please try again later.

Rebranding is never easy. A company's visual identity is extremely important, and established companies can risk a lot when they make changes, making change challenging.

Such a challenge was faced by DC Entertainment, which yesterday unveiled its new brand identity. The iconic comic publisher, whose fictional characters include universally-recognized figures like Superman and Batman, was founded nearly 80 years ago. But you wouldn't know that looking at its new logo.

As Co.CREATE's Susan Karlin explains:

The “DC” logo reads as a “D”-shaped page that pulls back to reveal a “C” that could either be an obvious letter or infused with elements of a property or character. Digital devices (computers, tablets, smartphones, touch-screen displays, gaming consoles) will enable users to peel back the “D” to expose a character, image, or story. The “C” can be customized to the colors and qualities of the property it’s promoting: silver and gray for the corporation, blue for DC Comics, or...sparks for The Flash, green for Green Lantern, or a mist for Batman. All are unified by a common font--the serendipitously named Gotham Bold.

While animated logos aren't entirely new, I can't recall a major brand with a logo quite like DC's. What's particularly interesting about it is that the company, while more than just a comic book publisher, is best-known for comic books. Comic books, naturally, are dead trees, and the company's new logo will of course be static when displayed on paper. But for DC content distributed on the big screen, websites and tablet devices, a logo that's as dynamic as the company's fictional characters makes a lot of sense.

DC's new logo, with its interactive capabilities, highlights the fact that companies like DC recognize just how important digital will be to their businesses going forward. Indeed, DC Entertainment's SVP of Franchise Management, Amit Desai stated "we took the opportunity to make sure it represented the multi-media business we set out to build with the formation of DC Entertainment." Don't be surprised if other established content companies operating in multiple channels, including digital, find similar inspiration to rethink how their logos function and how consumers interact with them.

Patricio Robles

Published 20 January, 2012 by Patricio Robles

Patricio Robles is a tech reporter at Econsultancy. Follow him on Twitter.

2457 more posts from this author

Comments (0)

Save or Cancel

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Daily Pulse newsletter. Each weekday, you ll receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.