There’s been a lot of talk online lately about DC Comics changing their logo and now it’s official. Say what you will about the design but it’s an intriguing concept as it is designed to fit specific properties, characters and titles. In other words: The logo’s appearance changes according to it’s use. At the same time it features a stylized flipped page and with that it’s also designed to be animated and used in front of movies and TV series or online.
In a way DC’s move is also a glimpse into the future of corporate design where brand identities will be defined by a more — well, I’d call it a liquid design approach which allows a flexible implementation defined by the logos environment and its use as opposed to the rather static frameworks we mostly have to deal with today. In corporate communication language it sounds like this:
“We believe our new brand identity will strongly resonate with our loyal fans who will want to proudly express their affinity for DC Entertainment and their passion for their favorite stories and characters, this new look allows them to easily do this. In addition we were excited to update our identity, it’s not often a company gets to revisit something as important as its brand and we took the opportunity to make sure it represented the multi-media business we set out to build with the formation of DC Entertainment.”
Here are a couple of images that will give you a fairly accurate idea of the concept. (click to enlarge)