DC Comics has announced that beginning in 2020, will rebrand all of its publishing content so that everything will be organized and marketed under the DC brand. With this comes the creation of three new age-specific labels: DC Kids, DC, and DC Black Label. These new labels will absorb all of DC’s existing imprints. As a result, DC will “sunset” the Vertigo publishing imprint at the end of the year.
Beginning in January, books that are currently published under the DC Zoom and DC Ink imprints, which are focused on younger readers and young adults, respectively, will be assigned to the DC Kids and DC labels. (How they are assigned will be dependent on the content and intended audiences.) DC Black Label will absorb books being published under the Vertigo imprint.
“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,” said DC Publisher Dan DiDio. “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.”
The three labels will be structured as follows:
- 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
“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,” said DC Publisher and Chief Creative Officer Jim Lee. “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.”