DC Entertainment has unveiled its new dynamic brand identity, sending a clear message that they’re not content to stand still.
The unifying theme across DC’s most famous characters is that of a hidden identity: Batman as Bruce Wayne, Superman as Clark Kent, and an unknown character under the “V” mask; this idea has been brought to life in their new logo – a “D” that peels back to reveal a “C”. The peeling device can appear in multiple styles and colours to represent DC’s various properties and characters. Going beyond the logo, the peel is used to reveal pieces of content such as images of superheroes and comic book frames. On interactive devices, the user is prompted to physically peel back to reveal content using the device, and animated versions will appear in moving image.
The concept of a brand that adapts and responds is not new; in 2009 AWARD launched a dynamic logo made up of dots that resize and animate based on real-time data of their membership. The animated version of the logo was brought to life via a complex data driven physics engine developed by Deepend and appeared on various interactive media, including the AWARD website.
At the time, both the brand identity and animated logo gained a lot of attention, but the concept has been slow to translate across to larger, more mainstream brands. With the buzz around DC Entertainment, we can only expect that the trend will become increasingly popular and we will see more intricate executions starting to pop up from major brands over the coming years.
In a pop culture that is dominated by interactive media and is increasingly fragmented into niche interests, are the days of the traditional “static” brand identity numbered?
More info:
http://www.fastcocreate.com/1679409/dc-entertainment-reveals-its-new-identity
