Top 5 reasons I love the new DC Comics logo

In a bold move, DC Comics overhauled its logo.  It was bold because they changed it dramatically without a lot of warning, and because they ruthlessly abandoned an identity that had history and familiarity among their devoted fans. 

In a previous post, I was pretty hard on the Gap for doing the same thing (read it here).  And when I look back at that post, DC Comics is just as guilty as the Gap, except for one thing: DC's new logo is really good.  The Gap's new logo was, to many (if not everybody), a noticeable and deplorable downgrade.  The new DC Comics logo is really well done, and will strengthen their brand. 

Here are the 5 things DC Comics did particularly well:

1. They gave the logo life.  The first thing you notice is the "page turning" design element of the letter D. 
   
2. They kept it simple.  Scroll down and look at the new one compared to the old one.  Simpler is better.  It is in their case, and it is in the case of all good logos.  Just look at the Nike swoosh.  
3. They intentionally allowed for colour variation, which is an ancillary benefit that not many brands have been able to accomplish.  That trait is particularly advantageous for DC Comics, since the logo is most often seen on the front of comics, where colour vibrancy is important.  The ability of the logo to enhance the vibrancy of the product further strengthens their brand image.
4. They have even allowed for images to appear within the logo, without deteriorating the logo's impact or strength.  See the Joker example below.  This is a feat accomplished by few brands... if any.
5. In one final stroke of genius, they have allowed the logo to become an object in some cases.  This, again, enhances the power of the imagery used in the comic itself, which is an impressive feat to say the least. Scroll down to see the collection of logos that have become related objects (such as a green lantern).  

LESSON FOR YOU, THE MARKETER:

• Do not use DC Comic's success as an invitation to freely and carelessly change your logo.  It's far easier to screw it up than to master it as they have.  Take it seriously and do it right.
• If you are in the process of a rebranding exercise that includes a logo refresh: give it life, keep it simple, and be as artistic as possible without making it unrecognizable.
• Get help.  DC engaged design firm Landor to help with their new logo.  It's important to get the logo right and talented designers are perhaps the biggest component of that.

Old logo - too much going on

Logo allows for colour variations

The imagery is so powerful, yet it doesn't take away from the logo design

They've taken it one step further by allowing the logo to become an object related to the story

YOUR TURN:

Not everybody loves the new logo.  What do you think of it?