Notice the new DC logo at theatre when watching Dark Knight Rises? It's one of many variations in a brand identity system that invoked lots of online passionate debates about whether it is better and working. Remember Gap?. The difference is, Gap had almost zero likes. DC's new logo got lots of good reviews among designers, comic fans, and “normal” folks.
For a love brand such as DC Comics, you know for sure any change will draw tons of resistances whether they are justified or not. People are just so attached to their own projections of what the brand is, guaranteed there would be no sure win (“sure lost” , again, like “Gap” is much easier to “achieve”:P).
I personally like this design (creator being a client has nothing to do with it) a lot. Like most geeks, I grew up reading comic books. When I saw a few of the variations upon this system's release, I got all the super hero narratives right away. The visuals invokes deep story telling, unlike the previous flat, line art rendition. The new system is dimensional, dynamic, and works very well onscreen (from Iphone to Imax... (not part of Apple's ecosystem ;)). Some said the logo is corporate, I disagree. Not the versions with the illustrative treatment. The flat version can be, which is appropriate, it's owner by Warner Bros after all.
Downers out there, do give it some time... it'll grow on you. I recall how negative some of our cohorts felt when they first learned about the change of our B-School's name from Chicago GSB to Chicago Booth. Some even created an online group to boycott against the evolution. Few years after none of us refer ourselves as GSB alumni anymore.
A designer, illustrator, repro-media consultant, brand strategist, new product developer, real estate investor, new venture builder, scuba diver, martial artist… and most importantly, husband and father, Filip holds a BFA from The Academy of Art University in San Francisco, and an MBA from The University of Chicago Booth School of Business. He is constantly seeking equilibrium between Form and Function; Purpose and Survival; He is equally comfortable with fuzzy feeling and fussy