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The publisher of Superman, Batman and Wonder Woman is getting a makeover: DC Comics, a division of Warner Brothers Entertainment, is unveiling a new logo. The new look will replace the flat, four-star bullet that has graced DC Comics covers since the mid-1970s. But the change is part face-lift and part marketing strategy.
The logotype is intended to brand DC Comics as a contender across all media, from comics and toys to television and film, as the company tries to compete with Marvel Comics, the publisher of Spider-Man and The Fantastic Four.
"We're talking about a multibillion-dollar brand," said Kevin Tsujihara, the Warner Brothers executive vice president for corporate business development and strategy, whose portfolio includes DC Comics. "There was a level of concern that we weren't fully utilizing the power of DC."