DC Comics Design & Branding DC REVEAL by Landor New York


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Industry Magazines
Media Design & Branding
Market United States
Agency Landor New York
Executive Creative Director Nicolas Aparicio
Designer Michael Lin, Jessica Minn, Martin Kovacovsky
Released January 2012

Credits & Description

Category: Consumer Services
Product/Service: ENTERTAINMENT
Executive Creative Director: Nicolas Aparicio (Landor Associates)
Director/Brand Strategy: Martin Bishop (Landor Associates)
Implementation Manager: Jill Imani (Landor Associates)
Designer: Martin Kovacovsky (Landor Associates)
Designer: Michael Lin (Landor Associates)
Insights Director: Kara McCartney (Landor Associates)
Chief Strategy Officer And Acting Managing Director: Russ Meyer (Landor Associates)
Designer: Jessica Minn (Landor Associates)
Senior Implementation Manager: John Porter (Landor Associates)
Client Managing Director: JP Sabarots (Landor Associates)
Media placement: Logo - Media, Packaging, Collateral - 1 January 2012

Describe the brief from the client
Very few brands have touched as many generations around the world as DC Comics has. The brand was determined to continue this legacy. In light of the rapid technological advancements and ever-growing new ways to consume content, DC Comics ambition was to expand the reach of the brand and its characters beyond publishing into all new media.

Describe the challenges and key objectives

Superman, Batman, The Justice League, and over 6,000 characters define what DC Comics is, and each of them is a strong individual brand. The challenge was to create a stronger linkage between the well-known brands, and elevate the role of DC Comics from a simple endorser of intellectual property to a dynamic entity that becomes part of the entertainment, enhancing the credibility and substance of future portfolio offerings.

Describe how you arrived at the final design
The characters and stories define DC Comics. It represents a world where opposing forces meet, and where the characters and stories continue to evolve and transform.
The new living identity captures this dynamic world. It is ever changing and adaptive to the superheroes and story lines.
The peeling effect reflects the dual identity, transformative nature and depth of personality portrayed by the characters and superheroes.
DC is an infrastructure that reveals a world of boundless storytelling; a world where the iconic, the optimistic and the supernatural coexist.

Give some indication of how successful the outcome was in the market
The new brand and flexibility of execution has unified 3 different sides of their business that never had previously agreed on the role of brand publishing, merchandising and new media.
The traffic to dccomics.com doubled after launch. Licensing inquiries have increased by 30%, just 3 months after launch.