Archie Changes Logos

Archie Comics has announced that it’s updating its trade dress — that means a new company logo, a big A:

Archie Comics logo

And new logos for most of the comic books. Here are a couple of samples.

Betty logo

Veronica #190 logo

I don’t care for the head shots — do people really not know which one is Betty? Plus, that really doesn’t look like her. There’s not enough “girl next door” about it.

The digests, all labeled part of “The Archie Library”, will add secondary logos for characters whose stories are included. For instance:

Archie Double Digest logo

Betty Veronica Digest logo

Betty Veronica Double Digest logo

The publisher says this “allows fans of these characters to know exactly where to find their favorite Archie characters.” Good idea… but are there really that many Cheryl Blossom fans?

Those last two raise a couple of questions for me. First, why such different logos for books with the same characters? But more important, don’t they get a little busy, what with the four different logos and the different colors used in the background?

Look for the new logos on comics beginning next week. In the press release announcing all this, the publisher talks a little about their plans for next year:

In 2009, Archie Comics is entering a new phase of growth with the launch of two new titles, Archie Comics Presents and Sonic Universe. The new logos on our comics and digests highlights Archie Comics’ plans for the future and the new trade dress represents our latest step. Whereby we bring many of our popular characters to the forefront of our fans attention as soon as they see our digests and double digests.

Because I am a proofreader, that should have been “highlight” and “fans” should be possessive. I’d also fix that last sentence, which is a fragment… and I’d probably avoid using the pretentious-sounding “Whereby”, which usually only belongs in a legal filing. The company also refers to itself as “the world’s largest English-language publisher of all ages comics”. It’s a shame that “all ages” has come to mean “for kids” instead of its wider, more inclusive original definition.

10 Responses to “Archie Changes Logos”

  1. Alan David Doane Says:

    Well, my wife, son and daughter all love Archie Comics, ages 12, 14 and 34…not “all ages,” but pretty diverse. :-)

  2. Dave Rose Says:

    I agree that the characters’ logos should remain consistant. Here, I see three different logos for Betty and Veronica.

    A character’s logo is as much a “brand name” as the company logo (“Superman”, Hot Stuff, Avengers, etc.). When a reader sees a familiar logo on a bookshelf from across they room, they know what character they’ll be getting before they’re even close enough to read the logo.

    While companies do change logos/trademark symbols from time to time. The new ones need to be consistant in order for the readers to get used to them.

    A while back, DC changed their company logo. Many people were upset as the old logo had been around for many years (27?) and they were fond of it. However, DC has consistantly used the new logo literally everywhere – on TV shows, movies, comics, and on their other products. It’s easy to identify something coming from DC.

    I do like having the name of featured series on the digest covers. It could help some people decide on buying the digest. By the way, having read both, I think there are likely as many young fans of Cheryl Blossom as there are of Katy Keene.

  3. James Schee Says:

    Huh, the Veronica head with her eyes closed, looks like she’s have a REALLY good time.

    It does seem odd to have different logos for the same title, with the only difference being Digest or Double Digest.

  4. Johanna Says:

    Dave, that’s likely. I just like Katy better because she’s more different.

    James, handslap to you! You’re not supposed to think that sex ever exists in the Archie universe!

  5. Greg Says:

    Good thoughts, and good proofreading catches. However, since (and only since) you threw down the proofreading gauntlet, your quoting of the press release in your last paragraph should have the comma and period tucked inside the end quotes, unless you’re writing from outside the United States.

  6. Johanna Says:

    Alan, my quibble came from the vagueness of “all ages”. DC Comics, after all, makes comics for all ages (ranging from their kids’ line to Vertigo), and they’re a larger publisher than Archie. It’s a case of, “I don’t think that term means what you think it means.”

  7. Johanna Says:

    Greg, my knowing disregard of that rule comes from time as a technical writer… when dealing with computers, this instruction
    Type “world”.
    is different from
    Type “world.”
    I also use the serial (Oxford) comma wherever possible. :)

  8. dave roman Says:

    But DC publishes “Graphic Novels for Kids!”

  9. ShadZ Says:

    I love the fact that the digests will be highlighting which other characters appear inside!

  10. Greg Says:

    Then you are one of the chosen, because only the holy use the Oxford comma.




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