This comic publisher's new logo is too clever for its own good

IDW Publishing has revealed a new logo at New York Comic Con as its marks its 26th anniversary in the industry, but fans are confused – and so am I. Is this a straight rebranding, or has IDW also changed its name? I wrote recently about the emerging trend of unreadable typography in logo design, but this isn't what I meant.

IDW Publishing logo

IDW Publishing's new logo and logotype (Image credit: IDW Publishing)

IDW Publishing logo

The classic IDW lightbulb logo (Image credit: IDW Publishing)

"As we turn the page to a new chapter at IDW Publishing, our rebrand is more than a new look—it's a signal of our renewed commitment to creativity and storytelling. With this bold new logo, we are not just revisiting our roots but pushing forward to redefine what a comic book publisher can be," says director of marketing Aub Driver.

The new design does have a certain dynamism and energy, but key to a successful logo is immediacy. Recognition and interpretation should be instant. That applies to the best 3-letter logos even more so since they have to do a lot with limited forms.

This is a logo design rule that can be broken when there's good reason, but IDW logo doesn't have a good reason. It isn't hard to read exactly: it just looks like it says something else: LD. Perhaps ID, or even INW at a push, but it takes a prolonged glance to see 'IDW'.

Colour could perhaps make it easier to interpret, although I'm still not convinced it would work. Others seem to feel the same way. "Holy hell, I would never guess that's supposed to say IDW," was one comment on the former Twitter.

IDW is due to announce more plans for its future at New York Comic Con at 2.15pm on Friday (October 18) in a panel entitled the panel IDW Publishing: The Next 25 Years Fears. It isn't the only big comic publisher to rebrand lately. The DC Comics logo has been updated – or rather it went back to its old logo to tap into its legacy value.

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Joe Foley
Freelance journalist and editor

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.