Brand Logos

The Changing Look of DC Comics Logo

By Delphine Hirasuna | January 30, 2012September 4, 2014

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.

What’s in a Name (Brand)?

By Delphine Hirasuna | January 6, 2011September 4, 2014

Apple identifies itself with an apple; McDonald’s with its golden arches, and Nike with its swoosh. Does Starbucks’ green mermaid enjoy the same graphic brand recognition without accompaniment of its name?

In unveiling its new no-name logo yesterday, Howard Schultz, Starbucks’ CEO, explained that the 40-year-old company had moved away from its core coffee offerings and the new logo was “more suitable” for the future of its business. Signaling that the company has broadened its branded product line by dropping the word “Coffee” from its identity makes sense, but why drop “Starbucks” too?

Design Quizzes

Quiz: The Face of a Brand

By Delphine Hirasuna | October 28, 2010October 28, 2014

About 12 years ago, we posted a quiz, called “The Human Touch,” in @Issue, challenging readers to name the face in the trademark. We are updating it here because back then, there were too many to fit on a spread, so some favorites had to be left out. Also, in the ensuing decade, new brand “people” have emerged and some have been given much-needed facelifts. The reason why companies give their brand a face hasn’t changed, however. Faces are often more memorable than an abstract mark. The right face can humanize a product and give it personality. It can imply the endorsement of an expert. Or it can just make the brand seem more likeable and fun. See if you can connect the face with the brand. The answers are on the next page.

Product Design

Over the Moon Cakes

By Delphine Hirasuna | September 11, 2010September 4, 2014

The must-do gift of the Chinese Mid-Autumn Festival season, mooncakes have become more luxurious and lavish in their presentation than ever. In China, mooncake gifting is a multi-billion dollar industry. Opulently packaged mooncakes, typically sold in boxes of four, cost upwards of $45, with each cake elegantly displayed or nestled in its own container. As pricy as this is, Chinese social etiquette pretty much demands that everyone give these sweet delicacies to friends, family, co-workers, clients and sometimes even government officials during the Mid-Autumn Festival, also known as Moon Festival.