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12 years ago

Mr Ed, it’s interesting to read your comments. I’m surrounded by designers all day so it’s refreshing to read a critique from outside of my profession.

Essentially I agree with your assessment. The “basic logo” (or the primary form) is void of any meaning. The customization is nice but it’s just a gloss coating… and as coatings go…, I don’t see why it couldn’t be applied to something more meaningful?

But, DC is a bit like the Grand & Toy rebrand that I worked on… Do people really buy comics because it’s DC or because they want to read Superman and Batman? This is a case where the products in and of themselves are more recognized. So I don’t believe that brand recognition is a huge hurdle in this case.

I’ll just mention a few other points:

• Change is difficult to accept. It’s human nature so give it time to sink in.

• The new logo is incredibly high maintenance and expensive to implement. But, if anyone can pull it off, it’s DC because of their vast creative resources. Can you imagine IBM trying implement this kind of program?

• People are saying that the strength of this new logo lies in the animation. That’s BS. With DCs talent pool, I’m sure the animation will look awesome and I’m looking forward to seeing it… but any logo can be animated, so this is just another coating or layer that all good logos can potentially have.

• Is rebranding necessary? Is advertising necessary? Is marketing necessary? Heck yes! But don’t judge a rebrand by it’s cover. A true rebrand signals a more fundamental change… But change is difficult and it will take time. You can buy yourself a new wardrobe but how easy is it to change your habits or behaviour? Even then, how easy is it to sustain it. Honestly, the odds are against DCs initiative, but corporate DC gets credit for recognizing the need change.

“Big corporations don’t normally change their logos.” Ed, look around you bro! Big corporations are always changing their logos. Hilton Hotels, Kraft Foods, Cable and Wireless, Towers Watson, Symantec, PricewaterhouseCoopers, Starbucks, Jenny Craig, Belkin, StateFarm, Blue Jays, AOL, Ivory, the Comedy Network, Cigna, Heineken, Cheer, Toastmaters, Swiss Air… just to name a few from the past year. Most are evolutionary so they go by unnoticed but rebrands keep a slew of business from ad agencies to PR firms to financial institutions and trademark/copyright registries in full time operation around the world.


BTW, when are you guys gonna remove that black box around the CBD logo? It’s still there from the old blog. With the gradient background, it should be rebuilt as a PNG… and isn’t “.com” understood.