The font used in the new DC Comics logo (above)… is called Gotham. Ho ho ho. I was asked why DC Entertainment were registering the trademark for such a logo well before its announcement. Well, I'd never try to read the mind of such an organisation, that way lies madness, but maybe they are trying to get ahead of the game? I was reminded of an incident that took place back in 2008, and that I reported on for Lying In The Gutters for Comic Book Resources.
There's a Californian company known as DC Shoes, making skateboarding fashion gear. This is their logo.
Not too long ago, DC Comics decided to sue them for trademark infringement of their own logo… which at the time looked like this.
…as DC Comics also make and license clothing. DC Comics claimed infringement of the use of the letters DC in conjunction with a star. However, DC Shoes' lawyers looked into DC Comic's trademarks and discovered that, despite the fuss when their new logo was launched, they'd never actually got around to trademarking it properly. In fact, DC Shoes discovered they had a case of trademark infringement against DC Comics, over the use of DC and the star. So Warner Bros had to pay a significant sum to continue using the DC Comics logo. It looks like a) Warner Bros doesn't want to pay that anymore and b) they're not taking any chances this time.
DC's first logo appeared on the April 1940 issues of its comics books with the letters standing for Detective Comics, the name of Batman's then-flagship title. by 1942, they had added the words Superman to A DC Publication, acknowledging the new star of DC Comics. From 1949 to 1970, it incorporated the publisher's formal name National Comics Publications. There were a number of logos in the seventies before the DC 'Bullet' logo that became its most famous, when Jenette Kahn became DC's publisher in 1976. Designed by Milton Glaser, it lasted for three decades and is still used on classic collections. It took until 2005 for Josh Beatman and Richard Bruning to design the DC Spin logo above that caused all the trouble…