The new DC Comics logo has been officially revealed to the public, and I am officially offended. It’s a dandy logo & all, if it was for a company that sold photocopies or digital storage devices, but very little about this logo says “DC Comics” to me. The main icon is a “C” peeking out from behind a cleverly designed “peeling ‘D,'” and the logo is underscored with some plain-vanilla font underneath. The icon in itself is well done and attractive – this isn’t a disaster on par with the aborted GAP logo. What bothers me is that it does nothing to carry over what came before – there is nearly zero heritage here. Give me something that would let me know that this is the logo for DC Comics at a glance…. the comics that I’ve read since the 70’s. You won’t cause 8-year-olds to lose control of their bladder if your logo bears some resemblance to what came before. In fact, I beleive that by straying so far from the classic logo, decades of valuable logo recognition and nostalgia is tossed out the window. It is designed to serve as a smartphone icon for the company’s products, obviously, but, doggoneit… it just doesn’t soar. To me, it lands on the ground with a soggy thud.