Agency:

Pentagram

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Partner In Charge:

Emily Oberman

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Team:

Tim Cohan

Sarah Corey

Jonathan Correira

Todd Goldstein

Lisa Grant

Tom Grunwald

Michael Houtz

Franziska Stetter

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DC is an iconic entertainment brand with an enthusiastic and vocal fanbase and over 85 years of heritage. The rebranding process meant finding the right elements of brand equity and injecting a contemporary aesthetic. We approached this by embracing the circular form present in many of the previous iterations and keeping blue the hero color. The custom drawn letterforms are bold and heroic, reminiscent of the DC Super Heroes’ own heroic insignias.

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One critical aspect of this effort was to create flexible mark that could be easily applied in countless ways, large and small. The one color logo is also able to be enhanced with effects that complement the content of a given film or comic. 

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Since completing the Master Logo and brand guidelines for its use, we have continued to support brand extensions, such as DC Universe, an online steaming service; and DC Daily, an online news series. We also redrew the Vertigo logo and created a lockup with DC.

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Scope: Primary Brand Identity System, Sub-brand and Sister Brand Identities, Logo Localization, Mission Statement