Posted on Wednesday, November 13th, 2013 by Russ Fischer
In front of Thor: The Dark World, you saw a new Marvel Studios logo, which retains the old “flipping comic pages” concept, but adds a new 3D element to the studio’s name, as well as a studio fanfare, by Brian Tyler. The original logo animation has become very familiar over the past decade, but Kevin Feige now explains why the studio thought it was time to move forward with a new design.
First, here’s the new logo:
Kevin Feige explained the changes 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.
And what of the fanfare?
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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.