DC unveils its new brand identity

The logo from last week and been officially deemed the new logo of DC Comics. I’ve worked with companies on brands and logos and it is hard work and you never really get something everyone loves. But the thing about this logo is that it offers nothing that of the DC brand beyond the letters “D” and “C”.

No wait, it’s about secret identities:

The design of the new DC Entertainment identity uses a “peel” effect – the D is strategically placed over the C with the upper right-hand portion of the D peeling back to unveil the hidden C – symbolizing the duality of the iconic characters that are present within DC Entertainment’s portfolio.

Toilet seat cover resemblance aside, this is what you’ll be see everywhere for years. Or until some decides they need a new logo, or there is new sheriff at DC Entertainment brand headquarters. I will say it looks marginally better in color.