DC Brings All Their Publishing Under a Single Brand

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There have been rumors of a shake-up at DC with a lot of speculation as to what that means and now we know. Beginning in 2020, all DC content will be under one brand with age-specific labels to identify them. The labels are DC Kids, DC, and DC Black Label.

The segmentation with a new rating system will launch in January 2020.

This includes the recently launched, and successful, DC Zoom and DC Ink which both will now be under DC Kids and DC depending on the content and audience. Vertigo will also go away at the end of the year.

The labels are:

  • DC Kids will focus on readers ages 8-12 and offer content created specifically for the middle-grade reader
  • DC, focusing on ages 13+, will primarily be the current DC universe of characters
  • DC Black Label will focus on content appropriate for readers 17 and older

In the announcement DC Publisher Dan DiDio said:

We’re returning to a singular presentation of the DC brand that was present throughout most of our history until 1993 when we launched Vertigo to provide an outlet for edgier material. That kind of material is now mainstream across all genres, so we thought it was the right time to bring greater clarity to the DC brand and reinforce our commitment to storytelling for all of our fans in every age group. This new system will replace the age ratings we currently use on our material.

DC Publisher and Chief Creative Office Jim Lee added:

What we’ve done here is apply an ages and stages organizing philosophy that will strengthen what we’re already doing well, whether that is our move into the young adult and middle grade audience or our long track record of success with creator-driven pop-up lines. We will also continue to publish creator-owned projects, and will evaluate and assign to the appropriate label to help our fans find the best books for their interests. These new labels not only bring greater consistency and focus to our characters, but they also open up a wealth of new opportunities for the talent working on our books.

(via DC)