Revealing a dual identity
Sports & entertainment
Identity & design
CLIO Awards 2012 br>
Silver for corporate identity br> br>
Batman’s cowl, Alfred E. Neuman’s toothy grin, Morpheus’
billowing black cape. All iconic images representing complex
characters united by a single brand, DC Entertainment. To fully
realize the value of the venerable DC Comics, Vertigo, and Mad
brands, DC Entertainment needed to better link these individual
entities across all media in a way that positioned the company as
the creative engine behind the rich stories and characters. Along
with shaping a new identity for DC Comics, our challenge was to
create a stronger visual connection between DC Entertainment and
the most prominent brand in its portfolio.
Very few brands have touched as many generations around the
world as DC Comics. In light of the rapid technological
advancements and myriad ways to consume content, the company’s goal
was to ensure that the DC Comics brand was perceived as multimedia
and not solely as a print publication.
Since DC Comics is defined by its characters and stories, our
solution needed to represent a world where opposing forces meet and
where the characters and stories evolve and transform. The new
visual expression is a living identity, ever-changing and adaptive
to the superheroes and story lines. The “D,” strategically placed
over the “C,” peels back, reflecting the dual identities and depths
of personality that are at the core of the characters.
The new identity represents more than the well-known characters
and stories of the DC Entertainment brand. The dynamic visual
graphic reveals a world of boundless storytelling—a world where the
iconic, the optimistic, and the heroic coexist.