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Messing with the Logo - A 2000AD Interlude

A COUPLE OF HUNDRED YEARS AGO, I was paid to interfere with the work of others, as member of the editorial team on 2000AD, a British weekly comic that featured mainly science-fiction oriented action stories. Later, I was briefly the Editor, a post I never sought but was rather thrust upon me - though that's a story for another time. The Galaxy's Greatest Comic has had a long tradition of both evolving and messing with the logo, much of it on my watch, but also stretching back to the dawn of time when 2000AD first began. The original dummy for the comic had the logo rendered as "AD2000", although there's no evidence to suggest that this was intended to be its final title. Dummies were produced as a matter of course for any new magazine back then as a way of demonstrating to interested parties - management, marketers, distributors - what the  final product might look like. In the US comics industry, they called them "ashcans". The final render of the log...
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I said, Don't Mess with the logo!

BACK IN THE LAST CENTURY I earned my living in the magazine business ... and the prevailing wisdom at the time was that you didn't ever - under any circumstances - mess with the magazine's logo. In fact, any kind of change to the magazine's masthead was frowned upon, and even re-branding exercises were viewed with much suspicion. In the last entry in this blog, I looked at the many times that Marvel Comics changed their magazine's logos during the 1960s ... it all seemed so much easier then. But even less acceptable was the idea that you could transform the comic's logo for just one issue for, oh I don't know ... Dramatic Effect. From a marketing perspective, that's an even bigger risk than changing the logo as part of the natural evolution of a magazine's masthead Strangely, though this blog focusses on Marvel Comics, and I've always maintained Stan Lee was far more willing to experiment with different approaches to comics and storytelling than his...
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Don't mess with the logo!

MANY YEARS AGO, when I earned my living in the publishing industry, there was a line of thought that you didn't mess with a magazine's logo - except for once a year when you were allowed, if you were lucky, to add snow. British comics have long had a tradition of adding snow to the masthead for seasonal issues. In fact, it's something of a cliche. The Dandy is dated 1938, but is by no means the earliest example I've ever seem. The Smash is 1967, when British comics were still in their heyday. The TV Comic is from 1970, but looks much more old-fashioned than the Smash , don't you think? (Click on the images to enlarge.) From a marketing point of view, I suppose, this makes sense. A product's branding is its unique identifier in the marketplace and so should always be immediately recognisable, right? But the problem with this marketing philosophy is that it assumes the customers are stupid, and it probably shouldn't be applied to magazine logos, anyway. I ...
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The Inhumans: Part 2 - Stardom Beckons

THERE WAS NO PLAN FOR THE INHUMANS , at least not at first. Stan Lee and Jack Kirby had introduced Madam Medusa - unheralded - as a member of the Fantastic Four foe group The Frightful Four. And for eight issues of the Fantastic Four comic - 36 (Mar 1965) to 43 (Oct 1965), Medusa haughtied her way through the stories, coldly collaborating with The Wizard and his team to bring about the defeat and/or demise of the Storm family. Tea and antipathy - The Frightful Four's dislike of each other is obvious from the start. So why does Medusa hang out with a group of people she despises. In the end, Stan and Jack never really explained that. While the other Frightfuls each had a clear motive for doing what they did - mostly being previous foes of Johnny (The Human Torch) Storm in numerous Strange Tales adventures - there was no such reasoning behind Medusa's enmity towards the FF. She was literally a character with no motivation. More importantly, Stan's scripts never even hinted ...
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Marvel Masterwork Pin-ups

AT THE DAWN OF MARVEL COMICS , back in 1961, Editor Stan Lee must have known he had a big hill to climb. He presided over a comic line that had once been the largest in the business, and was now one of the smallest. This wasn't due to Lee's poor handling of the comics, but a direct result of publisher Martin Goodman's unsound business decisions. In 1957, Goodman had decided to close down his own Atlas magazine distribution company and  strike a deal with the third party distributor American News to get his publications to the stands. Just months later, American News went out of business, leaving Goodman's magazines, including the comics, with no route to the newsstands. In the end, Goodman was able to do a deal with arch-rivals Independent News (distributors of DC Comics), but was forced to accept an eight titles per month cap on his comics line. At the beginning of 1959, the old Atlas Comics company was limping along, using the few artists who'd stuck with Stan thr...
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Women of Marvel: Sue Storm Part 2 - Fade In

WHEN I WAS TEN , back in 1965, girls were just pests. They didn't like playing football or war. They didn't climb trees, or draw on walls or commit other acts of senseless vandalism. They were, well ... kind of annoying. Certainly that's what the DC comics editors seemed to think as well. Just about every DC female supporting character was simply a thorn in the side of their respective superhero. Queen of the bunch was Lois Lane - though Lana Lang  gave her some competition. I think what I liked least about Lois Lane that she was often depicted as, at best, selfish and, at worst, downright spiteful. Really ... this isn't the kind of behaviour I'd expect from a grown woman. Lois clearly doesn't care about anyone - not Superman, not Lana - except herself. What a completely ghastly human being. No wonder us ten-year-olds didn't like girls much. In other parts of the DC universe, other supporting females seemed every bit as snoopy and as suspicious as Lois. Even...
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