Marvel Studios President, Kevin Feige, explains why it was the right time for a branding update.
"We designed the very first Marvel logo for the first Spider-Man film," remembers Feige. "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 new logo will appear in front of all future Marvel features, as well as Marvel's Agents Of S.H.I.E.L.D. But in creating the new logo, Feige didn't want to break too much from the one fans have grown to know and love.
"The key was, we really loved that old flip logo," the Producer remarks. "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."
For the very first time, Marvel Studios now has its very own fanfare as well, something that helped make the new logo feel more substantial.
"My favorite part of it is, like all great studio logos, you need a fanfare, and we'd never had that before," adds Feige. "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."
You can see the new Marvel logo for yourself on the big screen in front of Thor: The Dark World, now in theatres and IMAX 3D.