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Marvel's "reset" of its comics division includes a new logo, new social media, and bad typeface decisions

Let's all celebrate the return of Marvel Comics as an official brand, and wonder why the logo doesn't fit

Marvel Generations
Image credit: Alex Ross/Marvel

Welcome back, Marvel Comics.

Oh, sure; Marvel has been publishing comics for its entire existence, so it’s not as if they’ve ever really gone anywhere. But the brand name ‘Marvel Comics’ has now officially made a comeback in print, thanks to a new social media presence, and a new logo, both unveiled over the weekend.

Technically, the social media isn’t entirely new — although the Instagram page is brand new, the X account (formerly Twitter, etc.) is actually a renamed account that previously belonged to Marvel Unlimited, Marvel’s digital subscription service… which, curiously enough, now has an all-new, locked X account for itself, under the name TBD. Hrm…

Both the Instagram and X accounts are promising reading recommendations, behind the scenes content, breaking news, and “weekly comic updates,” whatever those might be. (“Wednesday Warriors, we’re reading and reacting along with you every week,” the accounts explain, not entirely helpfully.) It’s part of a new attempt to simultaneously unify and diversify the promotion of Marvel content that has also seen the revival of the Marvel Television brand after five years, which coincides with Marvel president Dan Buckley publicly calling for a “reset” of the company.

Accompanying this new push is the unveiling of a new Marvel Comics brand logo, which is… not the best. (Rian Hughes, leading graphic designer who has worked on projects for Marvel in the past has already publicly announced it’s not his work.) The logo is intended to match the Marvel Studios and Marvel Television logos (as well as the Marvel Animation logo launched with Disney+’s X-Men ’97 series), but manages to miss the boat by not only failing to match the typestyle of the other logos — which is, to be fair, not standardized across the brand at all, frustratingly: “Studios” is in Tungsten Semibold, while “Television” and “Animation” are in Tungsten Bold;“Comics” looks to be in Tungsten Narrow Black, which is the same font family, but visibly different in terms of shape and spacing — but by accidentally making the COMICS read heavier and bolder than the MARVEL, accidentally de-emphasizing the actual brand.

While it’s not impossible that the logo could be updated to at least match Television and Animation — I even told you the fonts to use! — it’s not likely to happen anytime soon; this kind of rebrand and relaunch isn’t done overnight, or on a whim; multiple people had to sign off on this, so we’ll pretend that the discrepancy is intentional for now, and a sign that, while part of the overall Marvel family, comics stand alone as the source of the whole thing: a little thicker, a little bolder, and… nope. I can’t do it; the graphic design nerd in me just can’t. Someone fix that damn logo already.

Graeme McMillan

Graeme McMillan: Popverse Editor Graeme McMillan (he/him) has been writing about comics, culture, and comics culture on the internet for close to two decades at this point, which is terrifying to admit. He completely understands if you have problems understanding his accent.


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