The Brand: Marvel Studio’s New Ident

Although Avengers and Iron Man 3 were distributed by Disney, the details of the buyout meant Paramount’s studio ident was still briefly displayed at the beginning of both films.

Thor: The Dark World is the first Marvel film that is solely distributed by Disney without any concessions to other studios and to celebrate that, Marvel Studios has launched a new ident playing at the start of the movie.

It takes the old logo and puts a 3D spin on it complete with a score. There was a refreshed version of the old ident that launched with Iron Man that added a subtle Studios tag but that vanished with the Avengers in favour of the logo with a white outline – in this version both the white outline and Studios tag is present.

I am not a fan of this one. I loved the simplicity of the original flipping pages motif that was introduced with 2002’s Spider-Man.
The new one feels muddled, when the logo starts rotating and shifts to 3D it looks awkward and overly busy. The metallic sheen feels out of date as does the glowing introduction of the Studios tag. The new score by Brian Tyler is also very generic and not at all memorable.

The only thing I really like is the final image.

marvel studios logo 2014

This feels like a wasted opportunity. They had the chance to come up with something as striking as the old flip logo but with a different twist. Maybe stylised glimpses of the Marvel universe and characters yet to be introduced?

They should have either ditched the whole flip concept and gone with a new angle or just kept the original classy ident.

But, hey, that’s just my opinion.

Studio President Kevin Feige had this to say to Marvel.com:

“We designed the very first Marvel logo for the first Spider-Man film. We’ve used that logo for eleven years, and with ‘Thor: The Dark World,’ it felt like a good time to update it because this is the very first film that only has the Marvel logo in front of it. You look back at the other films, and they’ve also featured our studio partners’ or distribution partners’ logos. But now that we are our own entity within the Walt Disney Company, it is only the Marvel logo in front of the movies. So that felt like the time to update it and have something that is more substantial as a standalone logo in front of our features.”

 “The key was, we really loved that old flip logo. We didn’t want to re-invent the wheel, but we wanted it to feel bigger, to feel more substantial, which is why it starts with the flip, but suddenly it’s more dimensional as we go through the lettering and it reveals itself with the metallic sheen before settling into the white-on-red, well known Marvel logo, with the added flourish of the arrival and the announcement of the Studios at the bottom of the word Marvel.”

“My favorite part of it is, like all great studio logos, you need a fanfare, and we’d never had that before. We sometimes started the score of the movie, sometimes just had sound effects over it, sometimes had a song over it that leads into the beginning of the movie. So this is the first time that we have an actual, wonderful fanfare to accompany our logo. We turned to Brian Tyler to compose it for us, who this year has done two movies for us and two of what I believe to be two of the best scores in any Marvel Studios film, for ‘Iron Man 3’ and ‘Thor: The Dark World.’ So he thankfully was willing to and happy to create a spectacular standalone fanfare for us.”

What do you think of the new Marvel logo?

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