Since the DC Comics logo (the DC stands for Detective Comics) first appeared in April 1940, it has gone through more quick changes than Superman — four logo revisions in the 1970s alone. Now DC Comics has unveiled yet another logo update. This time designed by Landor Associates.
The new logo, which launches in March, shows the “D” peeling back to reveal the hidden “C,” suggesting the dual identity of the DC Entertainment superheroes. Designed to look three-dimensional and be adaptable to different media, the new logo allows for color changes and texture and image changes within the “C.” It is easily animated and quickly customizable too.
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Extending a brand into global markets isn’t a straightforward process. Product makers have to consider all kinds of cultural and language barriers. Can the letterforms be read? Can the name be pronounced? Does it have a pleasing or harsh sound when spoken? Does the name mean something else in another language? (An example is the famous case of the Chevy Nova, which in Mexico translates to “doesn’t go.”) Then there is the challenge of trying to maintain some graphic consistency so the brand is truly global and not the same product that looks different in every regional market.
Consider how Carlsberg Beer and Coca-Cola graphically translated their logotypes into multiple languages, for example. LogoDesignLove brought the Carlsberg comparisons to our attention. With Carlsberg, note the way that the designers tried to carry over the signature style of the brand — the flat-top squared-off “C,” tri-leaf accent pattern, the swash decorative flourish under the type, the brushstroke-like serif on the last “r.” Although the letterforms differ dramatically from language to language, the various logotypes have a family look that suggests their roots stem from the original Danish Carlsberg logo.
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